Square in the Air: Slot stream demographic deep dive

Influencer marketing has rapidly evolved into a cornerstone of modern marketing strategies. This trend has been mirrored in the iGaming industry, where providers are turning to slot streamers to enhance brand visibility and directly educate players about new products through authentic, real-time content. Aidan Cliff, Influencer Manager at Square in the Air, explores the findings of the company’s recent slot stream demographic research, revealing a near 50/50 age split between viewers over 35 and under 35 in the gambling community. The findings also highlight that over 20% of viewers are 45+, which challenges the perception of streaming as solely a Gen Z hobby.

The common assumption is that watching and engaging with live streams is primarily a Gen Z pastime, and this is so broadly accepted that this age group, along with a percentage of younger Millennials, has been coined ‘Generation Twitch’. A subsection of the population raised in the digital age, those categorised under this demographic term have shifted away from traditional mediums such as radio and television, opting for the perceived authentic viewing experiences associated with live streams. This raw, unedited entertainment has seen millions flock to streaming sites, with the top-ranking content creators regularly attracting hundreds of thousands of peak viewers and racking up 100+ million total views.

Live streaming naturally lends itself to gaming, with titles such as League of Legends and Counter-Strike leading the way; fast-paced audio-visual experiences are stimulating, create longer-term storylines through built-in progression dynamics, and encourage real-time community interaction through chats. All of these aspects are directly applicable to online gambling streams, with the added bonus of jeopardy. As with video game and ‘in real life’ (IRL) streams, it is the personality of the influencer that drives engagement in gambling streams, with the content itself serving as an entertaining backdrop while a streamer discusses any number of real-world topics with their community. Viewers feel connected to the individual on the other side of the camera, and this investment in the streamer elevates the feeling of suspense, anticipation, and enjoyment. The viewer wins and loses with the streamer.

The explosion of this new media phenomenon has coincided with the rise of online gambling, with operators and slot studios increasingly looking to tap into this rapidly expanding niche. The streaming community, now more than ever, make purchasing decisions based on the content they have watched or their favourite influencer’s endorsement, meaning there is enormous potential in capturing these viewers’ attention.

Who is actually watching?

Square in the Air conducted independent research in the casino content creation space, collecting key demographic insight from 10 of the sector’s most influential YouTube, Twitch and Kick channels. Despite ideas that live streaming is predominantly of interest to Gen Z, our research shows that there is a huge appetite for this content with an older audience too.

On average, 49.2% of gambling content viewers are under the age of 35 (falling under the ‘Generation Twitch’ bracket), while 50.9% are 35 or older. This challenges pre-conceived ideas about who might be tuning in to watch gambling content and could have major ramifications for those suppliers that have missed out on a potentially lucrative opportunity by incorrectly labelling the content as only for Gen Z. When you break down the data in greater depth, the inaccuracy of these assumptions is highlighted even further. One streamer reported that 36.3% of their viewers were 45+,13.6% of which were 55+. This means that the channel is regularly attracting hundreds of daily, and thousands of lifetime viewers categorised as Generation X.

These figures are reinforced by another channel which reported that 34.7% of viewers were over 45, of which 22.2% were 45-54, 10.5% were 55-64, and 2% were over the age of 65. In total, three out of 10 channels had more than 10% of their audience made up of over 55s. There are a number of factors potentially responsible for this data: an element of nostalgia might appeal to those who grew up around fixed odds betting terminals (FOBT), older generations are more likely to view gambling as a form of leisure due to historical social norms, and this audience typically has access to greater disposable income.

While a large percentage of those consuming online gambling content are, and will remain from ‘Generation Twitch’, our research showcases that a far greater percentage of these viewers are older than you might think. By appealing to their sense of nostalgia through artwork, themes, and gameplay, slot studios can leverage iGaming influencers and their endorsement to craft resonant campaigns that turn these passive viewers into actively engaged fans of a brand.

The research also revealed that the average gender split between viewers was 92.3% male and 7.7% female. This is hugely disproportionate when compared to the general population split, and could allude to a discrepancy in representation as much as gender stereotypes. There are far fewer female gambling content creators, which could result in a lack of relatability within streams and a presumption that content is tailored to male preferences. However, 7.7% is far from an insignificant figure, and capturing the attention of this audience sub-section could reap rewards.

The future of marketing

The new age of social media marketing is increasingly defined by influencer-led promotions, where creators play an integral role in shaping consumer perceptions. This virality is being harnessed by some of the world’s most prominent brands to increase exposure, enhance credibility, and drive customer acquisition. iGaming is no different. Digital entertainment has become more personalised and community-driven, and gambling influencers provide a gateway between the supplier and the player, who serve as both a source of education and entertainment. The endorsement of streamers carries significant weight within the fast-growing community, and strategically aligning with these powerful voices can enable studios to establish a real point of differentiation in the market and foster long-term brand loyalty among players.

Previously, providers may have overlooked the growing trend due to the assumption that the audience falls outside their target demographic. However, Square in the Air’s research challenges that narrative and spotlights the diversity of these communities, showcasing that a broad variety of age groups tune in to gambling streams, from Gen Z to Gen X. This opens a significant and largely untapped channel of opportunity, providing suppliers with a chance to work with content creators that can bolster brand reputation and influence player behaviour through their authoritative voice in the space.

Influencer marketing is here to stay, especially in the iGaming industry where streams, videos and short-form content naturally lend themselves to the entertainment of casino games. The future of audio-visual marketing is heading toward authentic, story-led, community-driven experiences, and those that decide to leverage the reach, resonance and impact of content creators have a real opportunity to strengthen their market position.