YouGov-2020游戏和电子竞技报告（英文）-2020.12-48页_7mb

Summary of "GAMING AND ESPORTS: THE NEXT GENERATION" by YouGov

Core Content

This document provides a comprehensive analysis of the global video games and esports landscape, focusing on the impact of the coronavirus pandemic, the rise of mobile gaming, the competitive dynamics between PlayStation and Xbox, and the evolving role of gaming video content (GVC) and streaming platforms. It highlights consumer behavior across 24 international markets, offering insights into platform preferences, streaming habits, and the future of gaming and esports.

Main Points

1. Gaming and the Impact of the Pandemic

• The coronavirus outbreak has significantly increased gaming activity, with 40% of gamers in the US and 44% in Australia playing more than before.
• Gaming has become a major global entertainment force, with revenues surpassing those of the film, TV, and digital music industries.
• In all but two of the 24 markets surveyed, a majority of consumers are gamers.

2. Gaming by Platform

• Mobile gaming is the largest audience, with mobile gamers outnumbering console and PC gamers in every market.
  • In Germany, mobile gamers make up 47%, compared to 23% console gamers.
  • In Thailand, 78% of gamers use mobile devices, while only 12% use consoles.
• PC gaming is also significant, especially in markets like Taiwan and China, where PC gamers outnumber console gamers by over 20 percentage points.
• Console gamers are dominant in certain markets such as Hong Kong (32%), Spain (29%), US (28%), UK (28%), and Australia (27%).

3. Gaming Video Content and Streaming

• Gaming video content (GVC) has developed its own subculture, with platforms like Twitch, YouTube Gaming, and Facebook Gaming leading in awareness and engagement.
• Twitch is more popular in Western markets, while YouTube Gaming dominates in Southeast Asia.
• Streaming engagement varies widely:
  • YouTube Gaming has the highest engagement in Vietnam (64%), Indonesia (58%), Thailand (49%), and Malaysia (48%).
  • Twitch is more prevalent in Scandinavia and the US/UK.
  • Facebook Gaming has lower engagement than both Twitch and YouTube Gaming, except in Egypt, Iraq, and Malaysia.
• In the US, 25% of gamers engage with GVC, with a small portion (2%) not gaming at all but still watching streams.

4. The Next Generation of Consoles

• The PlayStation 5 and Xbox Series X/S are the latest consoles, marking the start of the ninth generation.
• Sony emphasizes exclusive titles and backwards compatibility, while Microsoft focuses on Game Pass and budget-friendly options.
• PS5 has a consistent lead over Xbox Series X in several key markets, including Australia, Germany, Singapore, UK, and US.
• Xbox Series S, being more affordable, has driven increased overall consideration for Xbox, especially in Australia.

5. Market-Specific Insights

• China has the highest percentage of Heavy+ smartphone gamers (15%) and PC gamers (45%).
• Thailand has the highest mobile gamer percentage (78%) and the lowest console gamer percentage (12%).
• In the US, 71% are gamers, 47% are gamers who do not engage with GVC or esports, and 7% are esports fans.

Key Information

Platform Preferences

• Mobile is the most popular platform across all markets.
• PC is growing in popularity, especially in East and Southeast Asia.
• Console is still a significant platform, but PC gamers outnumber console gamers in most markets.

Streaming Engagement

• YouTube Gaming leads in Southeast Asia.
• Twitch is dominant in Western markets.
• Facebook Gaming has limited engagement globally, with exceptions in Egypt, Iraq, and Malaysia.

Console Launch Dynamics

• PS5 holds an early advantage over Xbox Series X in several key markets.
• Xbox Series S has driven increased consideration due to its lower price point.
• Microsoft's Game Pass strategy aims to pull users into its ecosystem, regardless of the platform they choose.

Consumer Behavior

• Moderate gamers (1–10 hours/week) make up over half of smartphone gamers in all markets.
• Heavy+ gamers (over 25 hours/week) are more prevalent in China and Taiwan.
• The coronavirus pandemic has influenced gaming habits, with many gamers increasing their time spent on games and streaming.

Conclusion

The gaming and esports industries are evolving rapidly, driven by the rise of mobile gaming, the expansion of GVC and streaming platforms, and the launch of next-generation consoles. YouGov's data highlights the importance of understanding regional differences and consumer preferences to effectively target and engage with the gaming audience. The pandemic has further accelerated these trends, making gaming a more central part of entertainment and social interaction globally.