Majority of Twitch Esports Viewers Use Platform Every Day, Nielsen Report Shows

Perhaps most shocking was how little Twitch users consume linear television.

“We were able to look at the people who are actually using Twitch every day and see that 60% of them are not watching TV on a weekly basis,” Nicole Pike, Nielsen’s VP of eSports, told AdExchanger. “That was even more drastic than we expected.”

The Nielsen report reaffirms the fact that gamers are a highly sophisticated group on digital. But this comes at a price for advertisers: research from the IAB Tech Lab found US men between 18 and 34 were the most likely demographic to use ad blockers. This surge was attributed to young men in tech and gaming communities.

Pike hopes Nielsen’s insights will demystify esports gamers and help advertisers see that if they can clear a few hurdles, they’ll find a highly dedicated audience on the other side. While traditional banner ads might not work on these users, influencer marketing campaigns driven by esports influencers might be worthwhile strategy.

“When you have a fan base who is engaged and committed to the content they’re watching, there is also a higher likelihood that a campaign can really pay back large dividends from the fan base,” Pike said.

This post was syndicated from Ad Exchanger.