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Nonmobile gaming ad revenues will grow faster than the overall market, although it remains a small part of the story. Revenues from ads shown on console and PC games will account for about 9% of the gaming industry鈥檚 total take, but the category is growing quickly. We anticipate nonmobile gaming ad revenues will increase by 17.2% this year, to reach $793.7 million.

As genAI expands beyond chatbots, app categories like banking and messaging could see AI-driven disruption, reshaping mobile habits and spending trends

鈥淭hat鈥檚 more powerful than spending dollars to drive awareness.鈥�. If brands consider the longevity of these launches within broader marketing strategy, gaming becomes a path to "build relationships with consumers for generations to come," said Irina Shames, chief commercial officer at Open World.

Average daily time spent in digital games will rise 1.5% in the US this year to reach one hour and three minutes (1:03) per person, per our January forecast. Total game ad revenue will jump 5.7% this year to $8.6 billion, per our March forecast. Many popular games, like Fortnite, Roblox, and Marvel Rivals, are not story-driven or single-player. Use this chart:.

Gaming became a popular online activity during the pandemic. Growth may be slowing, but it鈥檚 not shrinking, meaning that the majority of those who picked up the hobby during the pandemic have become long-term users.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top鈥攅ven as mobile becomes the default for short- and long-form video.

Meta's WhatsApp brought in over $1 billion in business revenue in 2024, per our December 2024 forecast. For Discord, their association with video game players has proven to be both a strength and a challenge when approaching how to fold in advertising. 44% of US teens who self-identify as gamers use Discord, according to Pew Research.

Our take: Beyond its console and PC gaming implications, the Activision Blizzard acquisition will help make Microsoft a giant of the mobile game industry, where ad revenues and consumer spending are both expected to surge.

CES 2025 emphasized a shift to platform-agnostic ecosystems as cloud gaming, e-sports, and cross-platform play redefine the industry

It is influential among other communities as well, such as video gamers. We expect YouTube鈥檚 run to continue and estimate double-digit annual increases to its CTV ad revenues through the end of our forecast period in 2027. The best way to measure Hulu and Disney+ comes down to judgement calls.

Doctors use entertainment as education: Video games keep physicians鈥� skills sharp long past medical school.

Saudi Arabia spends nearly as much time gaming as it does streaming. The country continues to take the top spot for both activities, as time spent with gaming reached 1:50 this year and time spent with online TV/streaming reached 1:53. However, only the former is a result of an increase in time, as time spent with streaming has taken a dip in most of the region.

Gen Z spends the most time on social media. Gen Zers ages 18 to 24 spend more time on Instagram, TikTok, and Snapchat than any other age group, according to our forecast. These platforms become community spaces where they interact beyond simple messaging: They share memes and new interests, video chat, and collaborate on content.

AppLovin exits gaming in $900M sale to focus on AI-driven adtech: The company sells its entire "apps business," shifting its strategy to prioritize ad mediation, automation, and performance-based advertising.

Content spending will tighten. With billions committed to live sports rights, media companies may further deprioritize scripted programming in favor of lower-cost unscripted content, putting creative innovation at risk. Licensing deals could stall.