Examining the opportunities surrounding gamers’ rapid shift to streaming.

Gamers are flocking to streaming
As the overall TV landscape continues to move to a streaming environment, gamers are leading the charge and not looking back. Samsung Ads’ newest whitepaper, Gamers in the Age of Streaming, leverages Samsung’s ACR viewership data - the largest single source of data in the industry, to examine gamer behaviors and trends and motivations during this new era of streaming.

Notably, the number of gamers in the Samsung TV Universe increased significantly in 2021 (+21%) to over 20 million. Gamers continue to spend an average of just over 2 hours per day gaming on their Samsung TVs: a significant amount of time .

The increasingly advanced capabilities of gaming consoles and gamers’ rapid adoption of ad-supported streaming mean new opportunities for marketers and game publishers. In order to capitalize on these opportunities, it’s critical to understand how to reach and engage today’s gamers in this new ecosystem .

Reaching gamers in the new streaming ecosystem
Given that gamers are a highly coveted, hard-to-reach demographic, competition for their attention is fierce. Understanding the gaming audience is critical - whether you’re an advertiser looking to reach gamers, or a game publisher trying to grow your active user base.

Key Findings & Takeaways from Gaming in the Age of Streaming include:

• Across 80% of all the time that gamers spend with their TV, they are unreachable by traditional TV advertising. Therefore, to reach the gamer audience, advertisers must shift linear budgets to CTV.
• Game publishers must understand the mix of new, lapsed, and churned gamers to tailor messaging to each segment and maximize their active gamer base.
• Advertisers must adjust their strategies and look for innovative solutions to reach gamers in and out of the gaming console environment.
• Advertisers must allocate budget to AVOD environments to effectively reach gamers when they take a break from gaming.

The path forward
At Samsung, we’re innovating for the future of gaming. Our continuous innovation is focused both on creating a better experience for gamers, and harnessing our industry-leading data to help advertisers better understand how to reach them.

For consumers, the recently-launched Samsung Gaming Hub brings the best game streaming content and game playing experiences with no additional hardware or downloads needed. Gaming Hub is an all-in-one game streaming discovery platform where players can discover and play games they love from partners such as Xbox, NVIDIA GeForce NOW, Google Stadia, Utomik, and, coming soon, Amazon Luna.

For advertisers, our industry-leading data and insights and impactful ad experiences uniquely position Samsung Ads to help you reach gamers in the streaming ecosystem. Download the full Gamers in the age of streaming white paper now or Contact us today to learn more about how Samsung Ads can help you reach and understand gamers.