Gamers are dedicating more time to watching gaming-related videos than actually playing games, according to a recent report by MIDiA Research. The study found that players typically spend 8.5 hours a week consuming gaming videos on platforms like YouTube and Twitch, compared to 7.4 hours playing games. This growing trend highlights untapped opportunities for game publishers to integrate video content into their ecosystems and potentially generate new revenue streams.

Gamers Spend More Time Watching Gaming Videos Than Playing

Key Insights

The report reveals that video consumption is particularly strong among certain groups. Approximately 24% of console and PC players watch game-related videos at least once a month. Among high-spending gamers—defined as “in-game buyers”—this number rises to 48%. This data suggests that video consumption is more prevalent among those who are already deeply engaged with and financially invested in gaming.

These findings underscore what MIDiA Research refers to as "revenue left on the table." By relying heavily on third-party platforms like YouTube and Twitch, game publishers have inadvertently ceded significant revenue opportunities, especially in advertising.

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Opportunities in In-Game Video Platforms

MIDiA’s report emphasizes the need for publishers to rethink their approach to video content. Game publishers have long used platforms like Twitch and YouTube to promote their titles, benefiting from the exposure these channels provide. However, as the gaming market experiences growth challenges, publishers may need to explore new strategies.

Rhys Elliott, a games analyst at MIDiA Research, stated: "It’s time for game publishers to think about in-game video as something beyond marketing alone. By reclaiming video engagement, publishers have the potential to unlock new revenue streams, like advertising, and drive growth."

One proposed solution is for publishers to create proprietary video platforms, either integrated within individual games or across a collection of games. These platforms could enable publishers to directly monetize the hours players spend consuming gaming content.

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Unlocking New Revenues Streams

The gaming market operates within the broader attention economy, where user engagement is increasingly difficult to expand. By reclaiming some of the video-related engagement currently captured by third-party platforms, publishers have an opportunity to diversify their revenue streams.

Potential strategies include:

• Integrating Video Content into Games: Features such as tutorials, walkthroughs, and live streams could be embedded within games themselves.
• Dedicated Publisher Video Platforms: Similar to YouTube or Twitch, but tailored specifically for a publisher's games.
• Advertising Opportunities: First-party platforms would allow publishers to profit directly from advertising instead of ceding those revenues to third-party platforms.

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Final Thoughts

MIDiA Research’s findings highlight a significant shift in gamer behavior. While traditional gaming remains popular, the growing preference for video content suggests a need for publishers to adapt. By incorporating video platforms into their ecosystems, publishers could not only enhance player engagement but also unlock valuable revenue streams in an increasingly competitive market. By addressing this trend proactively, game publishers can better navigate the challenges of a saturated attention economy and ensure continued growth in the gaming industry.