Stay ahead of the curve and ground your gaming business strategy with Mintel’s Gaming Influencers and Streaming Market Report. The report provides a data-led understanding of what consumers want to see from gaming influencers and why, and opportunities within the gaming industry to accelerate social media strategy.
59% of younger gamers, in the 18-34 age group, prefer YouTube as their social media platform, while older gamers lean towards Facebook. Instagram and TikTok are also popular, showing diverse social media preferences among gamers that follow broader modern trends in platform usage.
Notably, 70% of younger gamers find watching others play a good replacement for playing themselves, but this viewing can often lead to influencing them to purchase game themself. Authentic enjoyment from streamers and influencers on any platforms is vital, as most would unsubscribe due to negativity towards others or inauthenticity, highlighting the importance of positive genuine content.
AI use is growing in social media marketing, offering interactive AI influencers. However, it risks eroding trust, highlighting the need for authentic content. Collaborating with popular human influencers for charitable causes boosts engagement and brand image while providing an authentic human touch.
Human effort in social media and influencer marketing remains the most meaningful. However, a large majority of US adults want stronger privacy and data protection laws for social media to address widespread concerns.
Readers may also be interested in our wide range of gaming industry reports.
As a Gaming Analyst, Brian researches and analyzes the video game industry across genres and platforms. Brian has been with Mintel since 2017. His education background in Game Design and Animation informs his expertise and consumer insights in the gaming sector.
Age matters to gamers social media usage, but watching others play positively leads gamers to gain interest in purchase games themselves.
Brian Benway
Senior Tech and Gaming Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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