LET S PLAY
GLOBAL
2016
How Video Influencers are Revolutionizing the Gaming Industry
WORLDMAP
THE SCOPE OF THE GLOBAL VIEWERSHIP
Over 470 million gamers watch online gaming content on a regular basis. That’s 56% of all gamers!
The audience is expected to surpass 500 million viewers within 2016.
50%
55%
116.0 m
97.4 m
Europe
North
America
Asia Pacific
Latin
America
66%
58.5 m
53%
Share and total quantity of gamers that watch
gaming related online videos more than once a month.
199.1 m
The Big Two: YouTube vs. Twitch
YouTube still dominates around the globe. Twitch is strongest in Brazil and English speaking countries.
46% 18%
43% 9%
UK
France
41% 12%
50% 21%
Germany
USA
Brazil
#1 Market in
#1 Market in
Top 3 Markets in
Europe
57% 24%
North America
Latin America
Share of gamers that watch gaming related videos
more than once a month on:
Twitch
YouTube
WHO’S WATCHING?
A CLOSER LOOK AT THE GAMING AUDIENCE ON YOUTUBE
Online video is more than twice as effective to reach big spenders as TV.
14%
TV Commercials
35%
41%
Game Websites
24%
Friends/Family
The global share of big spending gamers that use...
13%
other sources
online video platforms
...to discover new games.
Big spenders: gamers that fall in the highest 20% of all spenders
Magazines
The Viewers on YouTube
The average viewer of gaming content on YouTube is male, 28 years old and has a high income.
Gender
60%
40%
Age
29%
10-20
21-35
23%
36-50
6%
51-65
43%
Income
Low
Middle
High
All data is globally for YouTube viewers.
Income: Household's combined yearly income.
“Low” is below the average income and “high” is
above the average income in a country.
The remaining 8% are not stated.
28%
29%
35%
WHAT’S THE BUZZ?
HOW INFLUENCERS ON YOUTUBE ARE BOOSTING GAME REVENUES
Influencer video works! YouTube is the strongest social network for discovering
new products (18%) and driving conversions (14%).
18%
14%
11%
10%
Discovery
8%
6%
Conversion
4%
Social media platforms are
compared in the funnel
positions towards conversion.
Data is based on clicks,
conversions and impressions.
2%
The Branding Effect
Successful YouTube campaigns significantly increase brand awareness.
Yogscast
Correlation between Google search popularity and
YouTuber coverage for the video game “Papers, Please”
1.900.000
Views on YouTube gaming channels
Google search popularity
Nerd³
1.200.000
MetalCanyon
+ The Masked Baron
830.000
TotalBiscuit
560.000
STEAM GREENLIGHT START
11 April 2013
STEAM GREENLIGHT APPROVAL
1 May 2013
GAME LAUNCH
8 August 2013
Who is Creating the Content on YouTube?
Influencer created content is more authentic and convincing than classic advertising.
Already now more than half of the videos on YouTube come from influencers and fans.
47%
53%
Media and brand created content.
Community created content.
WHAT’S NEXT?
TRENDS SHAPING THE FUTURE
Transparent
Game Design
Mobile Video
Consumption
The number of hours people
watch videos on mobile
doubled from 2014 to 2015,
with millennials leading the
mobile way.
As early access continues
to gain popularity, expect
publishers to work more
closely with influencers
before the game launch.
GAME
Upcoming Video
Platforms
New competitors keep
entering the field of online
video streaming,
with platforms like Hitbox,
Vessel and Periscope bringing
further diversification.
ON!
www.nevaly.com
www.newzoo.com
The world’s premiere choice
connecting influencers
and brands.
Global leader in games,
esports & market intelligence.
Scope and definitions:
“Online video” includes data from the following channels: YouTube, Twitch, Facebook, Douya and Zhangi, except stated otherwise. Global data includes North America, Latin America,
Europe and Asia Pacific. Latin America is based on the two largest markets of the region, Brazil and Mexico.
Sources:
Newzoo, 2016 / nevaly, 2016
Additional Sources:
YouTube: Statistics, 2016 / Think With Google: How Mobile Video Can Drive the Future of Brand Marketing, 2014 / Think With Google: Gamers on YouTube: Evolving Video Consumption, 2013
The Guardian: 16 Trends That Will Define the Future of Video Games, 2016 / Aol Platforms: Myth Busting Social Media-Advertising, 2014
Tubular: Who uploaded the Top 100 videos on each platform in last 30 days?, 2015