A recent report indicates that gamers dedicate more time to viewing gaming-related videos than engaging in gameplay themselves

There is a notable trend where gamers are dedicating a considerable amount of their time to viewing gaming videos on platforms like YouTube and Twitch, surpassing the hours they spend actually playing the games.

A study released by Midia Research reveals that, on average, gamers engage in gaming activities for about 7.4 hours weekly, while they spend 8.5 hours watching content related to games.

According to Midia's findings, which "highlight the untapped potential for game publishers to incorporate video content within their platforms," 24% of console and PC gamers, as well as 48% of individuals who make in-game purchases, view gaming videos at least once a month, with the latter group identified as "high-spending gamers."

The report suggests game publishers are missing out on potential earnings since they are allowing third-party video services to capture significant advertising revenue, an opportunity particularly critical as the gaming market faces hurdles in its growth trajectory.

Incorporating video content directly into gaming environments could enable publishers to better compete within the attention economy, thereby "unlocking new revenue streams."

Rhys Elliott, a games analyst at MIDiA Research, stated, "It's time for game publishers to think about in-game video as something beyond marketing alone."

He added, "By reclaiming video engagement, publishers have the potential to unlock new revenue streams, like advertising, and drive growth."