According to Neilsen’s latest Millennials on Millennials report, which focuses on video game consumption among this demographic, two in three Millennials in the U.S. play video games every month.
Importantly, Millennials aren’t just interested in playing video games. They also like watching others play. According to the new report, 71% of Millennial gamers watch gaming video content, or online videos about games, on platforms like YouTube and Twitch. Given the similarities with other types of video content, popular gaming video content creators typically follow a regular schedule when broadcasting or uploading videos. In order to maintain a steady level of viewers, creators must be attentive to their audiences and provide new content frequently. Gaming video content viewers directly support creators in two primary ways:
- Subscriptions: Creators receive subscription fees once a month through the platform that the gaming video content creators stream or upload to.
- Donations: Creators also receive one-time payments of any value.
On average, Millennials watch nearly six hours of gaming content each week. In comparison, Neilsen’s most recent Total Audience report highlights that the average U.S. adult watches three hours and 44 minutes of live scheduled television per day. So Millennial video game content viewing is on par with just under two day’s worth of live, scheduled TV viewing.
This audience is also actively engaged in supporting video game creators. Millennials spend more on donations than they do on subscriptions: an average of $29 each month vs. $25. These two types of payments have accounted for 30 percent of gaming video content revenue in 2019 so far.
Millennials are set to be the first generation of lifelong gamers, and media firms and marketers need to take note. By adding games to their media mix, advertisers can reach Millennials where they spend a significant part of their leisure time and money.