Gaming Audience Over-Indexes on Free, Ad-Supported Streaming and Subscription Services.

A study conducted by LG Ad Solutions found that gamers are more likely to watch free, ad-supported streaming (FAST) than all connected TV (CTV) owners. The study surveyed over 700 consumers who owned a connected TV and played console games in March 2023. The study revealed that nearly two-thirds of gamers spent at least two hours a week streaming via FASTs, with gamers subscribing to the most subscription streaming services, at a higher rate than CTV owners, over-indexing on Discovery+, Apple TV+, Peacock, and Paramount+. Moreover, the majority (55%) of gamers stream through their smart TV apps, while only 23% stream through their gaming console.

The study also showed that 78% of LG TV users play video games once a week, with 93% of LG gamers using FAST apps and 67% actually preferring them. The study found that 49% of LG gamers learn about new games via TV/streaming. The study also included women who play video games on any connected TV or device. The study found that 1 in 5 of those women play video games every day, with 67% spending 4+ hours gaming per week. Additionally, 61% of female gamers prefer streaming free video content with ads, and 45% pay more attention to ads while streaming compared to ads on cable/satellite TV. The study found that 39% of female gamers discover new games through TV/streaming.

The study found that the majority (68%) of connected TV owners play video games, with 71% playing on mobile devices and 64% using consoles. Moreover, 25% play video games on a daily basis, and the average gaming session lasts between 30 minutes and two hours. On average, 30% of gamers play video games 4-7 hours per week.

The study also revealed that gamers are more likely to multitask while watching TV than the average CTV owner, with 53% playing video games and 50% shopping while streaming. Additionally, the study found that 40% of gamers with children play video games with their kids 1 to 3 times a week, and 2 in5 of all gamers frequently or always play via local co-op on the same console in the same room.