Almost 11 million gamers in Poland aged 9–55 watch gaming content online
IQS conducted a survey on the awareness of Polish gaming creators — YouTubers and streamers on Twitch. According to the study, 63% of people in the surveyed group of gamers aged 9–55 watch at least one Polish gaming channel. That’s almost 11 million people out of the gaming population in Poland estimated by IQS in its Game Story study at 17,284,000 people.
In Poland, YouTube reaches 24.6 million people (91% of internet users), of which more than 20 million are over the age of 18. The average daily time spent watching videos on the platform is over 40 minutes. Interest in influencers, especially gaming influencers, is growing rapidly. By the end pof 2020 YouTube has prepared a summary of the best channels of the year, half of which were gaming-related channels. We also learned that there are now more than 40 million active gaming channels on YouTube, with more than 100 billion hours of content viewed. Back in 2018, it was 50 billion hours, so the platform has seen this figure rise by as much as 100% in that time. And the time spent watching live game streaming on YouTube has risen to over 10 billion hours. According to analysis by StreamElements and Arsenal.gg, streaming giant Twitch also ended the year with records, with total time spent watching content on the platform up to 17 billion hours, up 70% from the end of 2018.
Gameset leads the way
According to IQS analysis, 59% of gamers aged 9–55 watch the channels of gaming creators affiliated with the Gameset network. This means that creators from the Gameset network reach 10.2 million gaming fans in Poland, which is 94% of people interested in gaming video content in this age group! The second place in the survey was taken by creators not associated in any of the Polish creators’ networks.
The Gameset network (LTTM group) has more than 300 channels of creators dealing with gaming and related new technologies, including more than 15 channels on YouTube, which have exceeded one million subscriptions. Among the largest creators’ channels on YouTube are those of PLKD, Kaluch, Tivolt, Ziemniak or Remigiusz Maciaszek. Gameset also brings together streamers and streamers, including Brunecia, Kinzzami, Xemtek or Dealerq.
Gameset was founded exactly four years ago. It was founded on the premise that gaming is a mass consumer trend that must eventually be recognised and tapped into by brands. As an agency, we wanted to help clients, especially those outside of gaming, understand gamers and offer effective ways to reach this appealing target group. It’s fair to say that it worked. In 2021 no one is asking if it’s worth doing gaming activities, but how to do it effectively and professionally — and this is where we prove ourselves best as an agency” says Piotr Bombol, Chief Strategy Officer at Gameset.
Gameset has come a long way from being the first agency on the market with such a specialization, to the largest agency after the merger with LTTM in 2020. Our current vision is to become the best gaming agency in Europe — he adds.
The growth in the gaming world has been significantly influenced by the coronavirus pandemic and lockdown. People around the world have turned to gaming — both actively and passively, consuming gaming content online. Gameset data analysis shows a 25% increase in terms of viewing time (from 343 million hours to 400 million hours) and almost 30% more views than in 2019 (from 3.3 billion to a whopping 4.2!).
According to the IQS study, knowledge of at least one Gameset influencer is declared by as many as 82% of the surveyed gamers aged 9–55. 70% have watched such a creator at least once, and currently the content is followed by 59% of the surveyed players. These are the highest rates among all content creator networks surveyed. Meanwhile, ⅓ of those surveyed subscribe to the channels of at least one creator from this network, which is also the highest among the influencer networks surveyed. Interestingly, the results for recognition, watching and subscribing are almost identical when broken down by gender, which means that reach among both male and female gamers is at a similar level. However, there are noticeable differences among the different generations surveyed (Z: 9–22; Y: 23–37; X: 38–55). Watching influencers is most popular among the youngest group, where 80% now sometimes watch at least one Gameset creator, while more than half (52%) subscribe to at least 1 channel.
The aim of the survey was to determine awareness and viewing of social media content created by the most popular gaming influencers in Poland. The survey covered one hundred influencers who received the highest total number of subscriptions in all major social media and published gaming-related content in the last 6 months. Thus, the study included 100 authors associated within the structures of Gameset, Golden Coil, Fantasyexpo, GetHero, JaRock, Knacks, Illuminar Gaming, Gry-Online and those acting independently. The survey was carried out using the CAWI method on a 1050-person nationwide sample of gamers aged 9–55 who play games at least once a week. The survey was conducted by IQS on 25–26 November.
