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Report
Europe and Esports: High Engagement and Even Higher Potential
The 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.
PayPalJan 2020
Report
PayPal Report: Europe and Esports – High Engagement and Even Higher Potential
The research demonstrates that European esports audiences are expanding rapidly, with a projected 92 million viewers by the end of 2020 and a 7.4 % year‑over‑year increase in total audience size. Esports enthusiasts—those who watch professional content more than once a month—constitute 33 million of this group, while occasional viewers make up the remaining 59 million. Revenue forecasts show a global esports market of nearly €1 billion in 2020, rising to €1.6 billion by 2023, with European figures mirroring this growth trajectory. The study surveyed 10 175 participants aged 18‑45 across ten Western and Northern European countries (UK, Germany, France, Belgium, Netherlands, Spain, Italy, Norway, Finland, Sweden) over a one‑month period in mid‑2020. Respondents were nationally representative of esports viewers and classified as enthusiasts or occasional viewers based on monthly viewing frequency. The methodology included invitation‑only surveys, capturing data on viewing habits, spending behavior, gender participation, and COVID‑19 impacts. Key findings reveal that women represent 32 % of the esports audience, predominantly as occasional viewers, yet they spend money at rates comparable to men (46 % of female respondents reported purchases). Female spenders favor physical merchandise, whereas male spenders lean toward digital items such as skins and premium passes. COVID‑19 lockdowns increased viewership in markets with stricter restrictions, and a majority of respondents anticipate continued engagement post‑lockdown. The report underscores the strong link between traditional sports fandom and esports interest, noting that 64 % of viewers have a favorite sports team and 64 % have an esports team allegiance. Overall, the data highlight a highly engaged, growing audience with significant spending potential, offering brands a compelling opportunity to invest in esports marketing across Europe.
PayPalJan 2020