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Europe and Esports: High Engagement and Even Higher Potential
1 Jan 202014 pages~9 min full read
The European esports market is projected to reach 92 million viewers by the end of 2020, with a 7.4% year-over-year growth rate.
See it on page 5Global esports revenue is forecasted to climb from €974 million in 2020 to €1.6 billion by 2023, with Europe following a similar growth trajectory.
See it on page 5Esports engagement is not limited to the youngest demographic, as the 21–25 age group currently leads in enthusiast participation compared to the 18–20 cohort.
See it on page 5Geographic engagement varies significantly, with Finland reporting a 52% enthusiast rate among 18–20 year olds compared to only 21% in the UK.
See it on page 5Women comprise 32% of the esports audience and demonstrate high purchasing power, with 46% spending on esports products compared to 38% of men.
See it on page 10Consumer preferences differ by gender, as women favor physical merchandise while men show a stronger preference for digital items like skins and premium passes.
See it on page 10There is a strong overlap between traditional sports and esports, with 64% of esports viewers also supporting a traditional sports team.
See it on page 12The study demonstrates that European esports audiences are expanding rapidly, with a projected 92 million viewers by the end of 2020 and a year‑over‑year growth of 7.4 %. Enthusiasts—those watching professional content more than once a month—total 33 million, while occasional viewers comprise the remaining 59 million. Revenue forecasts show a global market of nearly €974 million in 2020, rising to €1.6 billion by 2023, with Europe mirroring this trajectory.
Survey data from 10,175 respondents aged 18‑45 across ten Western and Northern European countries reveal that esports engagement is not confined to the youngest cohort; only 33 % of 18‑20 year olds are regular enthusiasts, whereas the 21‑25 age group leads in engagement. Geographic variation is pronounced: Finland shows a 52 % enthusiast rate among 18‑20 year olds, compared to 21 % in the UK. COVID‑19 lockdowns increased viewership in markets with stricter restrictions, and 62 % of respondents in Spain and the UK expect continued higher viewership post‑lockdown.
Gender analysis indicates that 32 % of the audience are women, primarily occasional viewers. Nonetheless, female participation in competitive play is rising, with 60 % of respondents acknowledging growth in women’s involvement. Women spend money on esports products at a comparable rate to men (46 % vs 38 %) and favor physical merchandise, whereas men lean toward digital items such as skins and premium passes.
The research underscores strong cross‑sport interest, with 64 % of viewers also supporting a favorite sports team, and highlights the strategic opportunity for brands to engage this growing, diverse, and monetarily active audience.
