With 3 million monthly viewers across the Nordics, e-sports and gaming is evolving into a mainstream genre. Appetite for content and willingness to pay remains high among the consumers and a significant share of viewers also expresses an interest in following and watching a broad spectrum of leagues, tournaments and events.
Explosive growth and a heavily sought-after core demographic of young men continues to characterize the e-sports and gaming market as appetite for content is vast. Mediavision’s Nordic E-sports & Gaming Insight 2018/2019 concludes that e-sports and gaming attract more than 1.2 million daily viewers across the Nordic region, approximately 200’ more than traditional sports online. On a monthly basis, Nordic e-sport and gaming viewers amount to a total of 3 million. This means that the number of Nordic monthly viewers has doubled (+50% YOY) over the course of two years.
Monthly viewers of e-sports/gaming content, 15-74 yrs
Viewership growth is furthermore likely boosted by an increasing number of well-organized events, on all fronts of the e-sport as well as gaming market. 70% of the viewers express an interest to follow various leagues, tournament and events, among which Dreamhack qualifies as the most popular. Following, the events ESL and Blizzcon were the second and third most popular.
Share of monthly viewers with expressed interest in leagues/events
As one of few market dominating platforms, Twitch reached 41% of daily Nordic e-sports and gaming viewers in the fall of 2018 (stable YOY). During the third quarter of 2019, battle royale game Fortnite was still the most viewed game on the platform. League of Legends followed, and World of Warcraft which saw a heavy surge in viewership during the quarter due to the release of WOW Classic at the end of August.
Mediavision continues to closely monitor the developments within this exciting industry. Our latest analysis on the topic Nordic E-sports & Gaming Insight 2018/2019 is now available for order.
*Events where Mediavision will be presenting