Provided by Seth Schafer, Kagan, a media research group within S&P Global Market Intelligence
Esports is still far from mainstream as a relatively low percentage of Kagan Consumer Insights survey respondents in most countries watch or participate in esports on a regular basis, but it is also far from a passing fad. I think we’re seeing that carry through to game sales for popular series like CS:GO, Dota and Fortnite, as well as the success of franchising competitions like Overwatch.
A lot of the interest from advertisers, sponsors, and franchise owners in esports isn’t so much about the content or focus itself, but more the ability to reach enthusiastic, engaged viewers that typically skew young and may not be tuning into traditional TV the same way that older viewers still are. That will likely continue to be important moving forward as esports both inches more into the mainstream and broadens its base a bit to support more social, general-interest activities in the way the Twitch platform and community has evolved.