A study around esports found that nearly one-third of the esports audience is currently comprised of women, according to the Esports Advertising Bureau and Magid Advisors.
In March, both parties collaboratively examined 1,000 consumers between 16 and 45 who watch movies, television, sports or play video games and have also either watched esports over the past year or have some interest in the non-traditional form of entertainment.
The study also highlighted that women comprise half of consumers most interested in watching esports in the future. Additionally, 78 percent of women who now follow esports, which is expected to nearly hit $300 million in U.S. revenues in 2021, only recently started in the past 12 months. As a result, women could account for half of esports viewership growth over the next year, the study concluded.
”We were very pleased with the results,” Stuart Lipson, Executive Director at Esports Advertising Bureau, said in a statement. “The insights gained are very actionable for our members and across the esports marketplace in general.”
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Both companies also uncovered that 54 percent of the 1,000 participants had watched esports in the previous three months while the remaining people who hadn’t said they would be interested in viewing it. Over 500 consumers said they had engaged with esports content at least once over the prior week, including watching highlights, commenting on message boards, posting to social media, watching live events and checking game outcomes.
Said Stan Press, Managing Director, Digital and Gaming, Magid Advisors in a statement: “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. 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.”
Non-endemic brands across different categories like movies, restaurants, drinks, autos and athletic equipment were all described as a “a good fit” with esports. However, there wasn’t any reasoning provided for the positive sentiments, which also included women viewing these brands as “desirable.”
Nearly half of the consumers reported having attended a live esports events in their life, with 47 percent interested in receiving a free sample product at an event as well.