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The only two activities where males overindex are livestreaming and gaming. Key Takeaway: Don鈥檛 assume every Gen Zer engages in every activity available on a platform. Time constraints make it impossible for even the most social-obsessed users to do everything. Connecting with this cohort means being present on multiple platforms and multiple activities.

Its reputation as a children鈥檚 video game propelled it to success during the pandemic but also invited repeated controversies. Its answer to those problems has been to expand to new regions and attract players of all ages. In Q3, 46% of Roblox users identified as under 13 years old. In Q4, the number of users ages 17 to 24 grew 31% YoY, accounting for 22% of all users.

For example, invest in Twitch to reach Gen Zers interested in gaming or podcasts for those interested in politics. 鈥淏ecause Gen Z is so digitally savvy, there鈥檚 more value in these different microcommunities.鈥�. In addition, 鈥渄igital investments shouldn鈥檛 necessarily come at the expense of traditional marketing tactics, which can also be really effective,鈥� Droesch said.

Needleman and Tom Dotan of the Wall Street Journal round the numbers, and adding Activision would've made gaming overall about what percent of Microsoft's revenue in its latest fixed fiscal year? So Microsoft added Activision, and so how much would that have swelled its gaming revenues to if you take its last fiscal year? So basically, what share of Microsoft is gaming as a result of this deal? Okay.

The other area where I think it's likely to see an increase is in gaming. I think gaming time is going to increase on CTVs as well. Marcus Johnson:. Yeah. Yory Wormser:. Beyond that, I mean they'll probably become giant screens for computing with your phone as an interface maybe. So we'll see what happens beyond that.

Why advertisers need to keep up with consumer changes in streaming, social search, and gaming. Marketplaces lose share in places where US shoppers start their shopping journeys. Gen Z prefers to research brands on social media over search engines.

A majority (60%) of US consumers would be willing to answer surveys or take polls to earn rewards from brands, according to an October 2023 Ebbo survey, and more than a third are amenable to playing games or providing ratings or reviews.

Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing, and video games (excluding video game hardware).

Maybe Stranger Things games that you can play on your TV would appeal to people who are very deeply embedded in Netflix, but is that really appealing to a general gaming audience to drive subscriptions to Netflix or however they imagine gaming fitting into the revenue picture? I'm not sure.

See that there in your video game, but you can't just throw a 32nd Papa John's ad in the middle of playing when someone's paid 60 bucks. That's just going to irritate gamers hardcore. You can do that on a mobile game, but AAA game, you got to be pretty cautious about the user experience. Marcus Johnson (24:09):.

Among the 36.2 million Gen Alpha internet users in the US, digital video is the most prevalent activity by far (81.4%), followed distantly by digital gaming, per our forecasts. Gen Alpha鈥檚 love of digital video makes YouTube the center of their online universe鈥攁nd the key platform for marketers to build rapport with them. Most US Gen Alphas use YouTube.

Why advertisers need to keep up with consumer changes in streaming, social search, and gaming. Retail media will make up one-fifth of worldwide digital ad spend this year. Guide to retail media: Rapid growth, expanding formats, and emerging opportunities.

American Gaming Association. Eilers & Krejcik. Legal Sports Report. MediaRadar. The Harris Poll.

Gaming behaviors in particular show which devices Gen Alpha feels most comfortable with. 鈥淭hey're already involved in these immersive experiences, and virtual worlds and using conversational AI tools like Amazon's Alexa,鈥� said Canaves. Don鈥檛 put all your eggs in the digital basket.

Companies that collect robust user data, like airlines, ridesharing services, food retailers, gaming companies, and more, have opened up new ad space or are exploring ways to harness user data to increase revenues.

Video spending is also being bolstered by some gaming ad dollars shifting to brand advertising. Although it remains a small part of the overall video ad spend, some brands have explored full-screen video advertising within games and other apps.

Most app categories will grow more quickly than that, with only gaming and social media lagging behind. This means the average smartphone user will slightly increase the number of app categories they regularly use.

Why advertisers need to keep up with consumer changes in streaming, social search, and gaming. Most teens and parents are comfortable with how much time teens spend on smartphones, social media. A slight increase in minutes per day with media, thanks to another boost for digital.

Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing, and video games (excluding video game hardware).

Do you think game developers are going to have to have that kind of scale before they're able to attract those ad dollars, those brand dollars in particular? Yory Wurmser (15:04):. Well, gaming has huge scale. Scale has never really been the problem. It's been more the formats, the fact that gamers while they're playing don't like interruptions.

Audio and navigation are here today, but video and gaming are coming. Multiscreen cars and limited autonomous driving remain uncommon, so video is still less important than streaming audio services and navigation services鈥攂ut this will change rapidly.

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, the growth trajectory of major video sites, major social networks, major gaming sites, historical trends, internet and mobile adoption trends, and demographic adoption trends.

The most popular category of subscriptions among all consumers is digital media, followed by delivery services, gaming, and food and groceries, according to SurveyMonkey. Subscription OTT connected TV platform ad spending will grow 40.5% this year to reach $7.54 billion, per our March forecast.

Final question, Ross in the lead talking about Disney and gaming. So Disney is investing 1.5 billion into Fortnite creator Epic Games in the company's most significant venture into gaming yet writes our Daniel Constantinovich.

The 鈥渙ther鈥� category鈥攃omprising mainly gaming consoles, smart speakers, smart watches, and connected vehicles鈥攚ill account for 0:42 per day in 2023. Ad spending on these devices is not actually $0, but it is so low that it rounds down to a 0.0% share in the table above.