Over Half of Gamers Watch Others Stream Games, Often Leading to Purchases IRL
How frequently do you watch others play games on streaming platforms like Twitch?
Over one third of gamers studied indicated they watch others play games on streaming platforms like Twitch at least weekly, with 17% saying they do so daily. Less than half said they never watch others stream games, and streaming is now a key channel through which marketers can reach many gamers.
As such, streaming gamers are increasingly becoming like influencers in their ability to put relevant products in front of their audiences. Over 30% of respondents said they’ve purchased a product in the past year based on the recommendation of a streaming gamer.
Share who watch others play games on streaming platforms like Twitch at least weekly.
Streaming gamers are having the greatest influence on younger generations with 45% of Gen Z gamers watching game streams at least weekly, along with 47% of millennial gamers. Just 10% of baby boomer gamers watch streaming gamers weekly, while 74% said they never do.
Similarly, 48% of Gen Z gamers and 44% of millennial gamers said they have purchased a product based on the recommendation of a streaming gamer, while just 14% of baby boomer gamers said they have.
Share who watch others play games on streaming platforms like Twitch at least weekly by primary gaming platform.
Gamers who said the Xbox was their primary gaming device were the most likely to watch others stream games on platforms like Twitch with 55% doing so weekly or more. This was followed closely by Playstation gamers at 50%, but well above mobile gamers at 18%.