According to the first-ever white paper released by YouTube, gaming on the video platform is booming. The white paper, “Gamers on YouTube: Evolving Video Consumption,” analyzed gaming content on YouTube from 2011 and 2012 to better understand gamers’ viewing habits. This knowledge,YouTube hopes, will help game companies considering advertising on YouTube make that jump from traditional ads to digital ones.
It won’t be hard for companies to take that dive into digital according to YouTube’s findings. Among many staggering statistics, “Gamers on YouTube: Evolving Video Consumption” found that the number of people viewing gaming content on YouTube doubled from 2011 to 2012. This means more people are coming and staying on YouTube for all of their game-related needs.
Mobile views for game content on YouTube is on the rise as 1 in 3 gaming videos were watched on mobile devices like phones and tablets in 2012. YouTube’s study also, surprisingly, focuses on the importance of a gaming channel’s subscriber base. According to the white paper:
“Game views from game channel subscribers increased 9X year-over-year in 2012. Those who were subscribers watched game content on YouTube for twice as long as non-subscribers.”
This is a far cry from what many creators have voiced in the past, which is that subscriber numbers are not often the most accurate qualifier of a channel’s success.
Game companies that have branched out into their own YouTube channels can also pat themselves on the back. According to the study, viewers are more likely to engage in brand-created content such as teaser trailers and console announcements issued by the companies themselves. On the other hand, creator-made content such as commentaries and reviews received the most “likes” and “dislikes” per view in 2012.
So, gamers are an opinionated bunch — who would have thought?
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