Europe and Esports: High Engagement and Even Higher Potential
This analysis examines the European esports ecosystem, focusing on audience growth, consumer behavior, and market potential across ten Western and Northern European nations. Based on a survey of 10,175 esports viewers aged 18–45 conducted in mid-2020, the findings highlight a rapidly maturing market. The European audience was projected to reach 92 million by the end of 2020, a 7.4% year-over-year increase, with revenues expected to follow a trajectory toward $1.6 billion globally by 2023.
A significant portion of the research addresses the impact of COVID-19, noting that stricter lockdown measures in countries like Spain and the United Kingdom directly correlated with increased viewership. Crucially, 55% of those who increased their viewing time during the pandemic intended to maintain those habits post-lockdown. The data also challenges demographic stereotypes: the most active enthusiasts are aged 21–25 rather than teenagers, and women represent 32% of the total audience. Notably, female viewers demonstrate high commercial value; 48% of the female audience purchased esports-related products in the previous year, outperforming the male audience in the physical merchandise category.
Spending patterns reveal that 58% of esports enthusiasts invest in the ecosystem, prioritizing team-specific digital merchandise and cosmetic in-game items. The relationship between traditional sports and esports is also strengthening, particularly in soccer-centric markets. With 64% of esports viewers identifying as traditional sports fans, there is significant interest in established clubs like Real Madrid and FC Barcelona expanding their digital presence. Ultimately, the findings suggest that as esports continues to innovate in monetization and audience engagement, it offers an increasingly valuable platform for both endemic and non-endemic brands to reach a highly active, diverse consumer base.
