Market (Overall)ยทUpdated Mar 17, 2026 by Newzoo
Gen Z now spends an average of 12.2 hours per week on video games and virtual worlds, surpassing the time they dedicate to traditional broadcast or subscription television.
Video games command a 72% active participation rate among US consumers, narrowing the volume gap with traditional media, which currently averages 17 hours of weekly consumption.
68% of Gen Z identify as digital creators, spending three times more hours on user-generated content than Gen X.
Gaming platforms like Fortnite and Roblox are evolving into holistic entertainment hubs that facilitate socializing, live concerts, and digital commerce.
Industry growth is increasingly driven by transmedia strategies and the integration of brands into virtual ecosystems through digital collectibles and in-game partnerships.
The media landscape is shifting from passive viewership toward persistent, interoperable 3D spaces that unify physical and digital identities.
Gen Z now spends an average of 12.2 hours per week on video games and virtual worlds, surpassing the time they dedicate to traditional broadcast or subscription television.
Video games command a 72% active participation rate among US consumers, narrowing the volume gap with traditional media, which currently averages 17 hours of weekly consumption.
68% of Gen Z identify as digital creators, spending three times more hours on user-generated content than Gen X.
Gaming platforms like Fortnite and Roblox are evolving into holistic entertainment hubs that facilitate socializing, live concerts, and digital commerce.
Industry growth is increasingly driven by transmedia strategies and the integration of brands into virtual ecosystems through digital collectibles and in-game partnerships.
The media landscape is shifting from passive viewership toward persistent, interoperable 3D spaces that unify physical and digital identities.