For Gamers, Streaming Audience Is 3x Linear TV

For Gamers, Streaming Audience Is 3x Linear TV
Photo by OPPO Find X5 Pro / Unsplash

While advertising within video games hasn't taken off just yet, there are still a significant number of brands – both endemic and not – trying to connect with gaming audiences. As new research from Samsung Ads' Engaging Gamers: Understanding their TV Behavior Q1 2024 report reveals, it's far more efficient to reach gamers in streaming TV environments than it is on linear.

  • 77% of all linear minutes are watched by just 27% of gamers, while 71% of gaming audiences are watching streaming.
  • 85% of TV time for gamers is spent on streaming – and linear's share has shrunk from 19% to 15% since Q3 2022.
  • Samsung Ads also found that two-thirds of gamers switch between gaming and entertainment content within the same hour, making them the perfect target to cross-promote to. This is true on both weekdays and weekends.