Commentary

Study: Gamers Are Big FAST Viewers, Streaming Subscribers

1. Ed Papazian from Media Dynamics Inc, April 18, 2023 at 1:33 p.m.

   Karlene, if one takes those claimed weekly viewing time figures in the first table and assigns weights to each frequency group---at about the mid point of the scale, plus a reasonable estimate for the 10+ hour segment---it works out to about half an hour per day for all CTV "owners"  for the FAST services and roughly 5-6 minutes more for those who profess to be gamers. In other words it's a pretty small difference.
   
   Also, I noted the finding that 45% of female CTV gamers who pay more attention to streaming commercials than those on traditional TV. However TVision keeps reporting---bsed on webcam observations---that the two forms of TV are just about equal in average commercial attentiveness ---with traditional TV having a slight lead.

   Reply
Dan C. from MS Entertainment replied, April 30, 2023 at 9:16 a.m.

@Ed




The problem with many of these articles/studies, is they do not define what a "gamer" is.  Most young adults do not consider themselves gamers - they watch TV, go to movies, play video games, play sports with friends - it's just a part of their regular entertainment mix.  Additionally, many studies throw people who play games on their cell phones into the "gamer" bucket.  The issue is playing Words with Friends or Candy Crush on your cell phone does not = gamer.




Finally, if marketers want to reach young adults, then get involved in the games and activities and gaming-specific events they participate in.  Trying to target gamers through TV channels is a lot of wasted effort when you can have a more direct touchpoint and message through the channels we know we can reach them through.

CommentRead more comments >

Next story loading