eSports & StreamingยทUpdated Mar 17, 2026 by Newzoo
Gaming has become a primary entertainment ecosystem for 79% of the global online population, with Gen Alpha prioritizing gaming over social media and streaming video.
Consumer spending in the gaming sector is projected to exceed $200 billion in 2023, driven by a payer base that includes approximately 50% of Gen Alpha, Gen Z, and Millennial gamers.
Game worlds are increasingly used for social interaction rather than gameplay, with 75% of players and 44% of non-players utilizing these environments for non-gaming social engagement.
Gamers are a highly receptive audience for advertising, demonstrating a 36% more positive attitude toward brand messaging compared to non-players.
Audience motivations vary significantly by demographic, with older users often acting as 'Time Fillers' while younger cohorts are more likely to be 'Ultimate Gamers' or 'All-Round Enthusiasts'.
Brand strategy must be nuanced, as player demographics and product preferences differ even within the same genre, such as the distinct consumer profiles found in Fortnite versus Apex Legends.
Gaming has become a primary entertainment ecosystem for 79% of the global online population, with Gen Alpha prioritizing gaming over social media and streaming video.
Consumer spending in the gaming sector is projected to exceed $200 billion in 2023, driven by a payer base that includes approximately 50% of Gen Alpha, Gen Z, and Millennial gamers.
Game worlds are increasingly used for social interaction rather than gameplay, with 75% of players and 44% of non-players utilizing these environments for non-gaming social engagement.
Gamers are a highly receptive audience for advertising, demonstrating a 36% more positive attitude toward brand messaging compared to non-players.
Audience motivations vary significantly by demographic, with older users often acting as 'Time Fillers' while younger cohorts are more likely to be 'Ultimate Gamers' or 'All-Round Enthusiasts'.
Brand strategy must be nuanced, as player demographics and product preferences differ even within the same genre, such as the distinct consumer profiles found in Fortnite versus Apex Legends.