eSports

Nielsen Releases Unprecedented Insights On Esports Fan Attitudes And Behaviors Leveraging Twitch Data

Published

5 years ago

December 14, 2018

George Miller

Nielsen Releases Unprecedented Insights On Esports Fan Attitudes And Behaviors Leveraging Twitch Data

Reading Time: 3 minutes

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

eSports

North Star Network acquires Um Dois Esportes

Published

19 hours ago

April 24, 2024

Peter Tolan

Reading Time: 2 minutes

North Star Network are delighted to announce the acquisition of umdoisesportes.com.br, which becomes the latest addition to NSN’s global sports media portfolio.

Born from the GRPCOM merger of the editorial teams of Gazeta Do Povo and Tribuna do Paraná in 2020, Um Dois Esportes provides in-depth sports coverage and analysis for the Brazilian state of Paraná and beyond.

North Star Network co-founder Julien Josset said: “Thank you to the team at GRPCOM for their faith in us to take the brand forward. Um Dois Esportes is an established and renowned site in Paraná State, and we’re excited about the challenge of developing this asset.”

“We’re happy to maintain the collaboration with the existing editorial team, and look forward to working with them, bringing our unique NSN approach, to take UDE forward.” NSN’s signing of Um Dois Esportes is the media house’s fourth acquisition of 2024, following the recent deals to purchase UK-based SportsMole and MrFixitsTips, as well as Chilean site AlAireLibre, which was announced in March.

The latest addition to the North Star media portfolio joins existing assets including Top Mercato, Afrik-Foot, and Vringe. The Paris-based company already oversees a significant Brazilian operation, delivering over 6 million sessions per month, from the likes of Trivela, Premier League Brasil and Lakers Brasil.

NSN will retain Curitiba-based journalists from the Um Dois Esportes legacy team to maintain the asset’s unique tone and popular coverage of the Paraná sports scene across site and social.

“We were surprised by the interest, and initially had no intention of selling Um Dois, but as the conversations evolved, we realised this was a serious group with good intentions,” said GRPCOM Director Rafael Mello. “We were very happy to see our project being valued by a large international group and going global, demonstrating the quality of the content we produced.”

“We’re also proud that North Star inherited our journalists, who are truly responsible for the success of the product we offer readers every day.”

eSports

GIANTX Promotes LVP Superliga Toplaner Th3Antonio to the League of Legends EMEA Championship Roster

Published

21 hours ago

April 24, 2024

Adrienn Sarkany

Reading Time: 2 minutes

Today, GIANTX is excited to announce an update to its LEC competitive roster. Antonio”Th3Antonio” Espinosa Bejarano is recognised as one of the most successful LVP Superliga players in the history of GIANTX, and he has now reached a pivotal moment in his career to compete in the League of Legends EMEA Championship (LEC).

The LEC is the most important League of Legends competition in Europe and one of the most relevant in the international esports scene. The Barcelona-born ‘toplaner’ will be part of the lineup kicking off the LEC Summer split season in Berlin, which starts in June. As the community quotes; ‘Th3LEC’ is finally a reality.

Commenting on his new role, Th3Antonio said:

“This is the dream I’ve been working towards since I entered esports. I always wanted to compete at the highest level to face the best, and finally, I have this opportunity. I never stopped striving, and thanks to that and the work we’ve done together with all my teammates, we’ve achieved great things in Spain, but the LEC has always been my ultimate goal. Going to the LEC with my lifelong club, GIANTX, is a double dream. Everyone knows what GIANTX means to me”.

Sports Director at GIANTX, David Alonso, added:

“Th3Antonio deserves this opportunity, both in recognition of the level he’s at and all the work he has put in over the past few years. We are convinced of this decision and that he will give everything to succeed in the LEC. He has always been characterised by sacrificing himself for others, and lately, he has taken a step forward by leading in crucial moments, a clear sign of his maturity as a player”.

Having joined at a young age in 2017, Antonio ‘Th3Antonio’ Espinosa has become one of the most decorated players of the LVP Superliga and of GIANTX history. During his time with the team, he has won four Superliga titles, two Iberian Cups, one Copa, and has reached an EMEA Masters final, as well as other national competitions.

The decision to promote Th3Antonio reflects GIANTX’s need to implement changes following the results of the LEC Winter and Spring split seasons. In both splits, the team fell short in the first round of playoffs. The Summer split season is the main shot at Worlds for all teams, and the aim of the club was to make the necessary changes to achieve this goal. After a period of reflection and numerous trials, Th3Antonio has been chosen for the toplaner position.

eSports

L&G esports team founded by Alona Shevtsova won the national Dragon EC Cup tournament

Published

1 day ago

April 24, 2024

Zoltan Tundik

Four teams competed in the tournament's final: Lazer Cats, L&G, which received a direct invitation to the final stage, EsportsBattle, and ThunderFlash, which had open qualifiers.

Reading Time: < 1 minute

Ukrainian esports team L&G won the Dragon EC Cup tournament, held on the 20th of April by Dragon Esports Club. Four teams competed in the tournament’s final: Lazer Cats, L&G, which received a direct invitation to the final stage, EsportsBattle, and ThunderFlash, which had open qualifiers. During the Grand Final, the L&G team competed with Lazer Cats on Mirage, Anubis, and Vertigo maps.

“This victory is a testament to the exceptional talent and commitment of our players, as well as the collective effort of our coaching staff and support personnel,” said Alona Shevtsova, founder of L&G Esports. “We are immensely proud of their accomplishments and grateful for the unwavering support of our fans.”

L&G is among the top 5 Ukrainian teams in Counter-Strike: Global Offensive. It was founded in 2021. The previous name was Leogaming, and it was created on the initiative of the famous Alona Shevtsova from the fintech sector.

The team began competing in top tournaments and almost immediately made it to the Advanced division of the ESEA League Europe competition. The team also participated in and took prizes in European tournaments such as the SCL League, WhiteBit Crypto Open, Phoenix League, and local competitions. The team players are marat2k, r0ublE, kr1vda, kL1o, OneUn1que, rji (coach).

The winners received a 50,000 UAH prize. Dragon Esports Club also prepared a 15-skin giveaway for the broadcast’s viewers.

It is worth mentioning that the L&G team created its merch items, which are available for order worldwide. To get more information about the team, visit the L&G Instagram page, Twitch, or Telegram Channel.