Gaming & eSports Digital Whitespace Map™ Q1 2022

Measurement Methodology: Audience Attention

1. Define the Audience. For this analysis, we look at the North American (Canada + USA) audience including all ages and genders. Some metrics in the analysis, such as video views, are specific to your industry.
2. Measure the Audience’s Total Attention. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience of your specific industry over the course of the current calendar quarter. This represents the total digital Audience Attention for the purpose of this analysis.
3. Measure Each Platform’s Share of the Attention. From the total number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
4. Revisualize Into a Bar Chart for Analysis. For the purpose of this analysis a bar chart is more effective than a pie chart.

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Measurement Methodology: Competitors’ Focus

1. Define the Competitors. For this analysis, we look at 15 different competitors in the Gaming & eSports industry such as Xbox, FaZeclan, Playstation, and Riot Games.
2. Measure the Competitors’ Total Focus. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.
3. Measure Each Platform’s Share of the Focus. From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
4. Overlay onto the Audience Attention Bar Chart for analysis. For the purpose of this analysis a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.

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Key Takeaways

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In Q1 2022, the Gaming & eSports Audience Attention was the highest on YouTube, followed by Facebook and TikTok.

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However, Gaming & eSports Competitors’ Focus is highest on Instagram, TikTok and YouTube. High competitors’ focus on Instagram was driven by FaZe Clan who published 213 IG posts and generated 26M engagements this quarter.

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There is whitespace opportunity on YouTube and Facebook, where there is high Audience Attention and low Competitor Focus. Since competitors have not been active on Pinterest and reddit in Q1 2022, there is also a whitespace opportunity on these platforms.

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Instagram, Twitter, TikTok and Twitch are oversaturated platforms with high Competitor Focus and low Audience Attention.

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Audience Attention is growing only on TikTok this quarter by +12%. 

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Audience Attention is stable for YouTube, Facebook, Instagram, Twitter, Pinterest, Snapchat, reddit and Twitch with less than a 10% change this quarter.

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Competitor Focus is growing significantly on Facebook, Twitter, and Twitch this quarter.

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Competitor Focus shrank significantly this quarter on YouTube by -32%.

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Competitor Focus is stable for Instagram, and TikTok with less than a 10% change this quarter. Competitors are currently not active on Pinterest and reddit.