The world of esports is hot. According to PricewaterhouseCoopers, esports revenues were a massive $805 million in 2018 with significant growth forecasted over the next few years.

As popularity surges for the world of esports, CUMULUS MEDIA | Westwood One wanted to explore the habits of esports watchers and video game players to understand this expanding audience.

Using MARU/Matchbox, we surveyed 602 respondents between the ages of 13 and 44 who indicated they were frequent or occasional esports watchers or video game players. The survey took place in February 2019.

Here’s what we found:

Heavy esports watchers and heavy video game players are media junkies, consuming a wide variety of media simultaneously

Both heavy esports watchers, those who consume 13 or more hours of esports content per week, and heavy video game players, those who play 19 or more hours per week, consume lots of media.

There is a high percentage of frequent streaming usage for advertising-free platforms like Netflix, Hulu, and Amazon Prime, as well as TV among the heavy esports watchers and players compared to the average.

Heavy esports watchers are more likely to be heavy AM/FM radio listeners

The high levels of media consumption continue with AM/FM radio. Esports watchers are over twice as likely to be heavy AM/FM radio listeners. 55% of heavy esports watchers are heavy AM/FM radio listeners, listening to 16 or more hours of AM/FM radio on a weekly basis. Heavy video game players are also likely to be heavy AM/FM radio consumers with 46% listening 16 or more hours per week.

Heavy esports watchers and heavy video game players also consume a wide variety of AM/FM radio formats. Both frequently listen to Sports, Rock, and Top 40.

Heavy esports watchers and heavy video game players are more likely to be heavy podcast listeners

Unsurprisingly, the trend continues for podcasting. Half of heavy esports watchers are heavy podcast listeners. 40% of heavy video game players are heavy podcast listeners. For the esports audience, there is no such thing as too much media.

Heavy esports watchers and heavy video game players prefer Facebook, Twitter, and Instagram

Heavy esports watchers and heavy video game players are socially active. 68% of heavy esports watchers and 64% of heavy video game players frequently use Facebook. 60% of heavy esports watchers and 61% of heavy video game players use Instagram frequently.

Twitter sees the highest jump in popularity. 61% of heavy esports watchers and 53% of heavy video game players frequently use Twitter, much greater than the 46% average.

On average, heavy esports watchers use 4.2 social platforms and heavy video game players use 3.6, both higher than the 3.2 social platforms average.

Esports events are gaining popularity among heavy esports watchers and heavy video game players

For esports fans, the experience extends to live events. 63% of frequent and occasional esports watchers and video game players have attended one or more video gaming event in the past year.

Heavy esports watchers and heavy video game players are more even more likely to attend. 85% of heavy esports watchers and 75% of heavy video game players have gone to a video gaming event in the last year.

Frequency of esports event attendance increases among heavy esports consumers. Heavy esports watchers attended 6 video gaming events in the last year and heavy video game players attended 5, both higher than the average of 3 events in the last year among the total sample.

Heavy esports watchers and heavy video game players are super sports fans with high levels of interest in major league sports like the NFL, MLB, NBA, and NCAA Basketball

Heavy esports consumers are also more inclined to be super fans of the National Football League, Major League Baseball, National Basketball Association, and NCAA Basketball.

Heavy esports watchers and heavy video game players are entrenched in media and highly engaged with content. They consume higher levels of streaming and video, heavily listen to AM/FM radio and podcasts, frequently use a variety of social media channels, are likely to attend esports events, and are super fans of major league sports.

Key takeaways:

• Heavy esports watchers and heavy video game players are media junkies, consuming a wide variety of media simultaneously
• Heavy esports watchers are more likely to be heavy AM/FM radio listeners
• Heavy esports watchers and heavy video game players are more likely to be heavy podcast listeners
• Heavy esports watchers and heavy video game players prefer Facebook, Twitter, and Instagram
• Esports events are gaining popularity among heavy esports watchers and heavy video game players
• Heavy esports watchers and heavy video game players are super sports fans with high levels of interest in major league sports like the NFL, MLB, NBA, and NCAA Basketball

Westwood One, America’s largest audio network, and multi-platform media brand Subnation recently announced an exciting new strategic alliance that will bring esports audio content to millions of fans across the country. The first collaboration between the two companies is a weekly feature in Westwood One’s nationally syndicated Zach Sang Show. Gaming legend Paul “ReDeYe” Chaloner will join Zach on his show every week to talk about gaming news, current standings, and new releases.

Lauren Vetrano is Director of Content Marketing at CUMULUS MEDIA | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.