YouGov: Gaming is the most popular genre of influencer content in APAC

Gaming influencers are the most popular online personalities for Asia Pacific consumers, according to a new study from YouGov.

In most APAC markets, gaming influencers rank in the top three types of influencers. Indonesia stands out with the high penetration of gaming influencer followers among both active as well as heavy gamers, according to YouGov’s International Gaming Report 2021.

“The continued growth of video gaming over the past two years has sky-rocketed gaming influencers to elite pop culture status, especially among Gen Z and millennial males. Gaming has evolved from a hobby to a primary form of entertainment and social engagement – and with this, personalities who stream gaming content have become the fan favorites of younger generations around the globe,” said Nicole Pike, global sector head of esports and gaming at YouGov.

“Consumers are hungry for more ways to interact with gaming in their day-to-day lives, and gaming influencers have answered the call, connecting with fans across multiple platforms, while at the same time offering brand marketers a prime opportunity to engage with digital-first audiences who are becoming more difficult to reach via traditional media outlets.”

The report surveyed 17 global markets and nearly 19,000 respondents.

What did the report find?

  • Young males between 18-34 are the most likely to follow gaming personalities.

  • Just under one in 10 (9%) consumers across all 17 markets follow gaming influencers.

  • Globally, gaming influencers are the most popular type of influencer followed by males aged 18-34 years, with almost a quarter (23%) of all adults in this demographic segment following gaming personalities.

  • In 12 out of the 17 countries surveyed, the proportion of men aged 18-34 following gaming influencers tops the list of influencer types followed. In addition, gaming influencers rank in the top three in 15 out of 17 international markets, notably in the APAC region.

  • When comparing the proportion of men aged 18-34 years to the total populations in each country, penetrations of gaming influencer followers increase across all markets with the highest numbers reported from APAC markets such as Hong Kong (42%) and Indonesia (36%).

  • When it comes to gaming frequency, 68% of adults across the 17 international markets surveyed game at least once a week.

  • The global proportion of those following gaming influencers increases from 9% overall to 15% among active gamers (playing video games more than one hour a week), and to 20% among heavy gamers (playing video games 11+ hours per week).

  • Among heavy gamers, the countries with the highest penetration of gaming influencer followers, and consequently most likely to drive the growth of the gaming influencer sector are within Asia.

  • India and Indonesia stand out with the high penetration of gaming influencer followers among both active as well as heavy gamers. China, Hong Kong, and Singapore also report high numbers, especially among heavy gamers.