A new study from Midia Research has found that gamers spend more time watching gaming videos on YouTube and Twitch than actually playing the games themselves.
Image source: Rockstar Games
According to Midia Research, on average, users spend about 7.4 hours per week on games, while they devote slightly more time to gaming-related videos – 8.5 hours.
The researchers add that 24% of PC/console gamers and 48% of in-game content buyers (categorized as “high spenders” by Midia Research) watch gaming videos at least once a month.
Midia Research bases its data on consumer surveys conducted in the US, UK, Australia, Canada, Germany, France, Sweden, South Korea and Brazil in 2024 and 2023.
Image source: Steam (tornadoqt)
The results of the Midia Research study, according to its authors, highlight the untapped potential of introducing video content into game publishers’ own ecosystems.
Currently, Midia Research says, game publishers are “ceding significant revenue opportunities—primarily advertising—to third-party platforms, even as the gaming market struggles to grow.”
«It’s time for publishers to consider in-game videos as more than just marketing. By capturing interest in [such content], companies will gain new sources of revenue (like advertising) and drive growth,” says Midia Research analyst Rhys Elliott.