A new whitepaper from Google seems like a good read for us, “Gamers on YouTube: Evolving Video Consumption.” Examining views of gaming content on YouTube in the U.S. from 2011 and 2012, Google analyzes behavior, values, and application for marketers. A lot of great data. Download the full report here, notes below.
· Engagement (measured by comments, shares and likes/dislikes) from the videogame-playing audience jumped 9X year-over-year in 2012.
· Viewers’ time spent with gaming-related content more than doubled in the same time frame, comparing 2012 to 2011.
· 1 in 3 Game video views happened on mobile devices in 2012.
· Gaming lifecycle Content:
o Pre-release, fans mostly watched content from by the brand (announcement videos, gameplay demo, and launch videos).
o Post-release, those who purchase, focus on advancing through the game, and engaging with the community. Data showed walkthroughs, how-tos, and game powered entertainment videos are post-launch focus.
o Throughout a games lifecycle (pre-launch to post-launch), community-created videos effectively doubled the amount of views the top selling games would have received through brand-released content alone.
· Gaming lifecycle Screen Preference:
o Prelaunch, 63% of announce videos and 69% of launch videos were viewed on desktops (rational: larger screens showcase the cinematic quality of the content).
o Post-launch, Google hypothesizes that second screens supplemented the gamer’s experience on their PC or television, as 50% of game tutorial videos were consumed on smartphones or tablets.
· Social Interaction by video type:
o Brand-released and third-party videos associated with highly anticipated moments like initial view of gameplay, game review had the most shares and comments per view in 2012.
o Community-created content, such as tutorials, walkthroughs and game powered entertainment videos, received more “likes” and “dislikes” per view in 2012.