Study: Esports Plays Major Role in Gen Z Media Habits, Purchasing Behavior

A new multi-country study from ESL FACEIT Group, Hero Esports, and Niko Partners estimates that 400 million Gen Z consumers regularly engage with esports, underscoring the growing influence of competitive gaming as both a media channel and a consumer-marketing platform.

The white paper, The Esports Generation: Who They Are & Why They Spend, draws on survey data from 8,000 Gen Z esports fans ages 13-30 across eight global markets. The report examines viewing habits, spending behavior, genre preferences, live-event attendance, and the broader media habits of esports fans.

According to the study, 71% of Gen Z esports fans regularly watch gaming content, 66% watch gaming livestreams, and 33% watch or listen to gaming podcasts. The report also found that gaming fandom extends beyond digital platforms: 21% of respondents regularly attend gaming conventions and esports events, with the average fan attending at least one in-person event over the past nine months.

The study points to esports' growing value for brands seeking to reach younger audiences. Eighty-five percent of respondents said they notice branding in esports, while 74% said advertising and brand participation in gaming spaces influence their purchasing behavior. In addition, 66% said they have purchased a product because of a collaboration or co-branding partnership with an esports team, game, or player.

Among the categories most affected by esports-related brand partnerships, 33% of fans reported purchasing food and beverage products, 33% purchased electronics, and 32% purchased fashion items in the past year. The report also found that 28% purchased esports-related collectibles, 17% bought makeup, beauty, or skincare products, and 10% purchased products from other partnered brand categories.

The report also highlights the continued shift in how younger audiences consume media. Nearly all surveyed esports fans - 99% - play videogames, while 76% both play and watch esports titles. Another 24% watch esports titles that they do not play themselves. Outside of gaming, respondents ranked music as their top interest, followed by streaming TV and movies and traditional sports. The study also found that 26% of respondents do not watch any broadcast or cable television in a typical week, while another 20% watch one hour or less.

Esports has evolved into one of the most effective channels for companies looking to connect with Gen Z audiences at scale, says Niccolo Maisto, CEO, ESL FACEIT Group. What makes it unique is not just its reach, but the depth of engagement and trust that exists between fans, players, teams, and events. This research shows that esports fans are highly invested participants, not passive viewers, creating an opportunity for brands that show up authentically and build meaningful and lasting connections with this key audience.

The report notes that esports audiences continue to diversify. Although the survey found that esports fandom still skews male at 68%, female representation is growing, particularly at live events. According to the companies, 41% of attendees at DreamHack Birmingham 2026 were female, while China's Peacekeeper Elite League and KPL have exceeded 50% female attendance.

The white paper also comes as major esports events continue to grow their audiences. The companies cited the 2026 Intel Extreme Masters Cologne Major grand final in June, which drew more than 2.75 million peak viewers and became the most-watched match in Counter-Strike history.

This whitepaper confirms what we at Hero Esports have long believed: esports has evolved into a global cultural and economic force, says Danny Tang, Co-Founder and CEO, Hero Esports. The data shows an audience that is young, diverse, and deeply engaged. For brands, the message is clear - esports is no longer a niche market; it is the premier platform to connect with the next generation of consumers.

Lisa Hanson, CEO, Niko Partners, adds that the study shows esports fans have media and consumer interests that extend well beyond gaming.

Our data shows that, much like fans of other sports, Gen Z esports fans are incredibly passionate and have formed strong bonds within their communities, says Hanson. However, their media and consumer affinities extend well beyond gaming and esports, with our research revealing naturally connected interest areas that create valuable overlapping opportunities for brands and partners that show up authentically in this ecosystem.

The full The Esports Generation: Who They Are & Why They Spend white paper is available from ESL FACEIT Group, Hero Esports, and Niko Partners.

LINK:	https://www.sportsvideo.org/2026/06/29/study-esports-plays-major-role-...
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