Women Comprise Nearly One-Third of Esports Audience

Esports Ad Bureau/ Magid study finds that esports audience has potential to nearly double this year, with women making up half of that growth

NEW YORK, June 7, 2017 – Women currently comprise nearly one-third of the esports audience and could account for half of all growth in viewership over the next year – a time during which overall audience size has the potential to double.

That’s the finding of a study released today by the Esports Advertising Bureau and Magid.

The study, conducted in March of 2017 among 1,000 consumers 16 to 45 years old who watch TV, movies, sports or play video games and that have either watched esports at some point over the past year or have some interest in the category, shows that while 54% of the audience has watched esports in the past three months, the 46% that have not are interested in doing so.

The study also points out that women make up half of the audience most interested in watching esports in the near future, with 78% of women who currently follow esports having started just within the past year.

The research details an existing esports audience that is highly engaged with the activity. More than 50% of the audience reported engaging on some level with esports content at least once a week. This includes activities such as watching live competitions, checking scores and updates, reading articles and analysis, posting to social media and forums and watching highlights.

They are also an active community for live events with almost half having attended an in-person esports event, 41% interested in trying a new product and 47% interested in receiving a free sample at an event.

In terms of brand partnerships, advertisers, and sponsors, non-endemic brands with categories including drinks, restaurants, movies, autos, and athletic equipment are all seen as “a good fit” with esports, with women particularly seeing such brands as desirable.

“We were very pleased with the results”, said Stuart Lipson, Executive Director. “The insights gained are very actionable for our members and across the esports marketplace in general”.

“The study shows that esports presents a tremendous opportunity for advertisers, delivering a desirable demographic that is highly engaged, very active and open to interaction with brand messaging, “ says Stan Press, Managing Director, Digital and Gaming, Magid Advisors. “These audiences are also more receptive to brands than originally anticipated.  For advertisers who get involved now, they have the chance to really take control of how they present themselves to fans as an integral partner that is helping to support and grow the esports space.”

The Esports Advertising Bureau is a trade group dedicated to advancing the adoption of U.S. based premium esports advertising opportunities for marketers. Its mission is to facilitate value proposition messaging common to all members, provide esports ad landscape education and guidance to marketers, and promote best practices. The organization’s Executive Director is Stuart Lipson. Advisory Board members include: Turner, Twitch, Major League Gaming (a division of Activision Blizzard), The Madison Square Garden Company, Canoe and Magid Advisors. General members include ESL, Electronic Arts, Machinima, Imaginia and HITN.

For a full copy of the study and Magid’s most recent esports research, please contact Stan Press, Managing Director, Magid, at spress@magid.com.

About Magid – For over 60 years, Magid has been combining tailor-made research, and a deep understanding of human behavior, with operational expertise, and has remained at the forefront of innovation in the media, entertainment and communications industries. Magid shows brands how to become an essential part of consumers’ lives by identifying not just what people want, but what they need. Learn more at magid.com.