Nielsen launched “Nielsen Esports” during the summer to analyze and measure value within the growing industry, providing direction for investment decisions. Their Esports Playbook was released, a study breaking down the esports audience in Germany, France, the U.K. and U.S.
With 71% of esports viewers being male, the industry’s demographic is mostly what you would expect, young, millennial males. The expectation is the esport demographic would fall into the cord cutting category, but Nielsen’s findings show fans watch several hours of non-internet television weekly. Not only do esports fans watch traditional television, but they also watch traditional sports. The NFL and Soccer control 60% of the market among esports fans within the studied regions.
According to Nielson’s report, the esports industry contains over 600 sponsorships, most of them being IT related. The report also states a concern among advertisers that the industry would be reluctant to see corporate brand involvement.
Within each region studied, less than 10% of each feels negatively toward corporate brand involvement, over 50% of each region feel positive regarding brand involvement. Endemic advertising is preferred, with 31% of esports fans in France being against foreign advertisements, 24% in Germany, 22% and 15% in the U.K. and U.S. respectively.
As the esports industry continues their rapid growth, Nielsen’s Esports Playbook report welcomes a variety of sponsorship and investors.