India outperforms the rest of the world in terms of gaming influencer followers, with 25% of active gamers and 50% of heavy players following gaming influencers (33 per cent)
According to the International Gaming Report 2021 published by YouGov, a quarter of young urban Indian males aged 18 to 34 years follow gaming influencers in India.
When it comes to the kind of influencers that individuals of all ages follow, research reveals that slightly under one-tenth of a percent (9%) of consumers in all 17 markets follow gaming influencers. When we look at other demographic groupings, however, this varies dramatically. Gaming influencers are the most popular sort of influencer among males aged 18 to 34 years old throughout the world, with over a quarter (23%) of all persons in this demographic following gaming personalities.
In Asian countries, the proportion is greater, with Hong Kong (42%) and Indonesia (36%), respectively, having the largest numbers.
About a quarter of Indians (25%) appear to be following gaming influencers, which is greater than the levels in the UK (11%), and the United States (11%). (19 per cent).
In terms of gaming frequency, according to YouGov statistics, 68 per cent of individuals in the 17 foreign markets polled play at least once a week. The percentage of people who follow gaming influencers rises from 9% overall to 15% among active gamers (those who play video games for 1 hour or more each week) and 20% among heavy players (playing video games 11 plus hours per week).
India outperforms the rest of the world in terms of gaming influencer followers, with 25% of active gamers and 50% of heavy players following gaming influencers (33 per cent). India is closely followed by Indonesia and China, both of which have a large number of gaming influencer followers. Denmark has the lowest statistics, with just 11 per cent of hardcore gamers and 7% of active players following gaming influencers.
While fans of gaming influencers are heavily invested in gaming, they also have a wide variety of other entertainment interests. In India, the top ‘other influencer’ categories followed by gaming influencer fans include health (59 per cent), fitness (54 per cent), sports (53 per cent) and food (52 per cent). This presents an opportunity for brands, advertisers, and sponsors who are keen to engage this audience through outside of the gaming landscape.
Nicole Pike, global sector head of esports and gaming, YouGov said, “The continued growth of video gaming over the past two years has sky-rocketed gaming influencers to elite pop culture status, especially among Gen Z and millennial males. Gaming has evolved from a hobby to a primary form of entertainment and social engagement – and with this, personalities who stream gaming content have become the fan favourites of younger generations around the globe. Consumers are hungry for more ways to interact with gaming in their day-to-day lives, and gaming influencers have answered the call, connecting with fans across multiple platforms, while at the same time offering brand marketers a prime opportunity to engage with digital-first audiences who are becoming more difficult to reach via traditional media outlets.”