eSports
Nielsen Releases Unprecedented Insights On Esports Fan Attitudes And Behaviors Leveraging Twitch Data
New research details audience behavior across biggest esports titles and tournaments
Nielsen (NYSE:NLSN) announced an in-depth, first of its kind research study of esports fan attitudes and behaviors in the U.S. to feature data from Twitch, the leading service and community for multiplayer entertainment. Nielsen combined survey-based attitudes and preference data with Twitch viewership and behavior data from more than 2,000 U.S. esports fans who viewed esports content related to major titles like League of Legends, Overwatch League, Fortnite, and more over the past year.
The result of this Nielsen and Twitch Esports Fan research study is a set of rich data that marketers, rights holders and esports organizations can use to unlock the value of Twitch’s audience at a detailed level. The data will guide those looking to make informed decisions for investments, sponsorship and advertising, as well as help esports organizations effectively demonstrate the unique value their audience brings to the industry.
Some of the high level insights from the Nielsen Esports study of the Twitch U.S. esports audience include:
- Twitch esports fans are well-seasoned with nearly 60% following esports for four or more years. In contrast, among the broader U.S. esports audience, only 1 in 5 have been following this long, with 23% new to esports within the past year.
- 50% of Twitch esports fans have a paid TV subscription service; less than 40% claim to view television on a weekly basis.
- 90% of Twitch esports fans can recall at least one non-gaming related sponsor within esports.
- Esports fans are more likely to spend time engaging with esports over traditional sports – Twitch fans significantly so, with 70% dedicating more time to esports than traditional.
- Over 60% of Twitch esports fans engage with gaming personalities on a daily basis, and nearly one in three viewed at least five hours of live Fortnite video content on Twitch in the past year.
“As we continue to support our esports clients, a common theme has been their need for an even more detailed view of the esports audience to support data-driven business decisions,” said Nicole Pike, Managing Director, Nielsen Esports. “At Nielsen, we know the power of viewership and how it can enrich an already valuable data set like our Fan Insights work. Given Twitch’s depth of content and reach across esports properties, we are thrilled to have the opportunity to work with them since this marks a natural evolution for our annual research.”
“Twitch caters to the many interests of gamers with esports among the more popular types of entertainment we offer,” said Andrea Garabedian, VP, Advertiser Marketing, Twitch. “By providing Nielsen with an opportunity to survey our community, they were able to surface data that reflects the passionate nature of our esports fans. Based on the amount of time these gamers spend on our service and their familiarity with the scene, from the games to the sponsors, it is clear that Twitch represents an ideal destination for brands trying to connect with this audience.”
Nielsen collected the Twitch Esports Fan data via an online survey deployed among a representative group of U.S.-based users from the Twitch Research Power Group (RPG). The Twitch RPG is Twitch’s proprietary panel comprised of over 50,000 Twitch viewers and allows the brand to instantly tap into the pulse of its community. Members of the Twitch RPG who opted into the survey ranged from ages 18-40. Along with the survey invitation, Twitch shared anonymized behavioral viewership data from survey respondents across top esports leagues/tournaments and 20 different game titles.
Nielsen will incorporate key findings into its annual Nielsen Esports Report for the U.S. market, as well as leverage the data for consulting services. The data from this landmark research are currently available in the form of syndicated or custom analysis in addition to Nielsen’s survey results among the broader esports fan base in the U.S. plus 10 other global markets. To discuss options and pricing, send inquiries to [email protected] with the subject line “Esports Data.”
ABOUT NIELSEN:
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visitwww.nielsen.com.
Source: Nielsen Holdings plc
Asia
Gujarat Titans’ Inaugural “Titans Rising” BGMI Tournament Crowns Champion, Sets Stage for Future Esports Initiatives
Gujarat Titans is thrilled to announce the successful conclusion of the first-ever “Titans Rising” BGMI tournament, held from October 6th to 27th, 2024. The tournament showcased the incredible talent and passion within the Indian BGMI community, culminating in a thrilling Grand Finale showdown on October 27th. The first ever Titans Rising champions were MOGO Esports.
In a unique gesture that bridged the gap between traditional sports and Esports, the selected players of the 2024 “Titans Rising” tournament will interact and play alongside Gujarat Titans cricket players in a special mixed-team event during the 2025 season. Marquee Esports athletes and gaming content creators like Tanmay “Sc0utOP” Singh, Deepak “Sensei” Negi and many others will be seen collaborating with Gujarat Titans for some exciting content projects in the upcoming season of the Indian Premier League. This initiative will not only provide a unique and rewarding experience for the winning team but also create exciting crossover content for fans of both cricket and Esports.
“Titans Rising” was designed to provide a platform for aspiring BGMI players across India to compete at the highest level. The tournament structure featured a tiered qualification system, starting with open qualifiers that were accessible to all. The overwhelming interest and reach of the tournament was evident with 2,048 teams registered for the open qualifiers. These teams battled it out with winners advancing through the pre-quarters, quarter-finals, and semi-finals. The pre-quarter finals saw the qualified teams pooled with 32 invited professional teams, raising the stakes and intensity of the competition.
Fans across the country had front-row seats to the action, as the entire tournament was broadcast live on the official Gujarat Titans YouTube channel. This broadcast generated impressive viewership metrics: 3.2 million views and 287,000 watched hours. Over 50 Million impressions and 2.1 Million engagements were recorded across GT’s YouTube and social media platforms during the tournament. These numbers underscore the significant reach and engagement of the tournament, solidifying Gujarat Titans’ prominent presence within the Esports community.
A substantial prize pool of ₹2,200,000 was up for grabs, rewarding the top-performing teams and players for their skill and dedication. Beyond the team prizes, individual awards such as “Most Valuable Titan,” “Man of the Maps,” and “Best IGL” recognized exceptional individual contributions and further fueled the competitive spirit. Apart from these gratifying accolades, the Titans Rising tournament honoured the hustle of young and aspiring e-athletes with awards like “Rising Titans” and “Rising Titans Squad” that aim to empower those who wish to rise in ranks within the world of Esports.
On the success of the first ever Esport tournament organized by any IPL Team, Col. Arvinder Singh, COO-Gujarat Titans said, “”We’re thrilled by the success of Titans Rising and the enthusiastic response of our fans. As the first IPL franchise to enter the Esports arena, Titans Rising created a unique experience that was enjoyed by a new set of fans while providing another avenue of engagement for our existing fan base. Gujarat Titans shall continue to explore new and contemporary avenues to further enhance engagement with our fans and supporters.”
Gujarat Titans is committed to nurturing the growth of the community and creating opportunities for aspiring players. “Titans Rising” is not just a one-off event but a cornerstone of Gujarat Titans’ long-term Esports strategy.
eSports
Th3Antonio announces retirement as a professional esports player
The toplaner, legend of GIANTX, will continue as the club’s ambassador
Antonio Espinosa Bejarano, known as Th3Antonio, is stepping down from professional competition in League of Legends. A prominent figure in Spanish esports and a legend of GIANTX, he ends his player career and begins a new phase as a content creator and ambassador for the club. His career has established him as one of the most celebrated players in the history of esports in Spain.
Born in Badalona in 1999, Th3Antonio shared his reasons in a video, where he explained that he explored options in the LEC but ultimately decided that retirement was the best choice. “I explored my options in the LEC, but nothing came up. I had options in the Superliga, but honestly, what are the chances of playing Superliga and then getting another shot in the LEC? I don’t think it’s likely. So I had two choices: either Superliga or retirement,” he said. He added, “I could play in Superliga, but it doesn’t motivate me. Competing is about reaching the top, and in Superliga, the highest goal is winning the EMEA Masters. That’s fine, but I wanted to play in the LEC.”
GIANTX will maintain its connection with Th3Antonio, who will now focus on streaming for the organization. With a community of over 700,000 followers, mainly from Spain and Latin America, Th3Antonio has also found success as a content creator. José Díaz, co-CEO of GIANTX, commented on his departure: “Antonio’s decision is understandably sad; he’s been with us for a long time. But I believe he needs to keep building his personal brand because he has a lot of potential. He’s someone who entertains people. There’s no doubt about that for me. I think this is a step he needs to take in his career, and we’re very happy he’s doing it and continuing with us.”
After competing in the League of Legends EMEA Championship (LEC), one of his main goals, Th3Antonio was a key player for GIANTX, helping to elevate the team’s performance and bringing them closer to the world stage. Starting in 2025, he will provide the official LEC co-stream from Berlin, offering commentary on competitions through his channels.
Nationally, Th3Antonio has won four Spanish championship titles and came close to winning a fifth Superliga. His achievements include two Iberian Cups, one Copa, and a runner-up title in the European Masters, along with several MVP awards. David Alonso, GIANTX’s sports director, highlighted Th3Antonio’s impact and explained the club’s strategic changes: “We want to scout players through data because we’re very good at it and have a system that sets us apart from other clubs in Europe. To become the next G2 or Fnatic, we need to recruit the next generation of stars like BrokenBlade, Yike, Caps. We focus on young talent and players who are very dedicated.”
Th3Antonio’s career began in his teens, debuting in the Superliga at age 16 with PAM. Shortly afterward, he joined GIANTX, then known as Giants, and has maintained a strong connection with the club since 2017. This collaboration has marked a milestone in Spanish esports, with Th3Antonio solidifying his place as the most successful player in the club’s history.
eSports
Intel commits to developing young talent in universities from the UK and Ireland through UNIVERSITY Esports
Video games are one of the fastest growing sectors of the global entertainment industry, with revenues exceeding those of music and film combined. In the UK, gaming has remarkable potential: it is a business with a growing turnover of more than £4.5 billion and employs more than 47,000 professionals in the country, with a forecast to grow to 60,000 workers by 2025, according to data in Knight Frank’s (RE) Play Report.
Ireland is also notable for the development of its gaming industry. IDA Ireland that the domestic video games sector has been growing steadily. In 2022, the Irish government launched the Digital Games Credit: a way to encourage studios to set up or expand their operations in the country through refundable tax breaks equal to 32% of the expenditure incurred in the design, production and testing of a digital game, up to a limit of €25 million per project.
University students, who are part of Generation Z, have an undeniable interest in gaming. Different international studies indicate that young people represent around a third of the world’s population and their influence on the industry is becoming significant. It is estimated that more than 3 billion people will be gamers by 2025 worldwide.
Working in the world of video games
UNIVERSITY Esports, a grassroots esports organiser in the UK and Ireland operated by GGTech Entertainment, is bringing video games to young British and Irish people so that they can discover the advantages and opportunities offered by the gaming sector for their future professional careers. In the last academic year, over 110 universities took part in the project across the British Isles.
Physiotherapists, psychologists, marketing professionals or nutritionists are some of the professional roles in demand in the esports competition sector. Within the video game creation ecosystem, developer/programmer, designer/illustrator, motion designer, sound/audio designer and video game tester are five professions to watch closely.
Intel is committed to the development of young talent through esports and video games, while giving their support so that students can enjoy the best gaming experience during their time at university. To this end, this brand has announced a partnership with UNIVERSITY Esports for its Winter 2024 season.
The new season of UNIVERSITY Esports
Young university students from the UK and Ireland can now take part in the new season of UNIVERSITY Esports, which returns with new tournaments and activities for students in this 2024/25 edition. Through competition, entertainment and educational experiences, participants can have fun and learn alongside friends and peers.
The aim of UNIVERSITY Esports is to provide young people with an educational and entertaining gaming environment. Before the end of 2024, the project will have an extensive presence with the UNIVERSITY Tour, through in-person events on selected UK campuses. These face-to-face experiences, among wider activities, are intended to engage with students about the benefits of participating in the esports community both professionally and to have fun.
Competition details
League of Legends, VALORANT and Overwatch 2 are the games available to UK and Irish participants this season 2024/25. The Winter 2024 tournament will conclude in the week commencing 25th November, with broadcasts produced by students from the studios at Confetti X in Nottingham.
-
Africa7 days ago
EveryMatrix secures largest African turnkey deal with MBet partnership
-
Asia7 days ago
Nazara Publishing announces playtest for FAU-G: Domination at India’s oldest and biggest game developer conference IGDC 2024
-
Asia7 days ago
8Bit Creatives partners with NODWIN Gaming as the exclusive talent partner for DreamHack India
-
Asia6 days ago
VSPO, the largest esports company in Asia, rebranded Hero Esports to support global growth strategy
-
Balkans7 days ago
BEGE celebrates 15 years as Eastern Europe’s premier gaming expo
-
Gaming7 days ago
Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions
-
Latest News6 days ago
Week 45/2024 slot games releases
-
Industry News5 days ago
iGB Affiliate attracts registrations from 55 nations in just six weeks