80% of Gen Z and Millennial Consumers Play Games

We merely launched our free Generations Report, and we’re extraordinarily excited to share it with you! The report makes use of Shopper Insights to verify and distinction the strategies fully completely different generations work along with video video games.


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Whereas there are many similarities between how Gen Z, Millennials, Gen X, and Baby Boomers work together with video video games, there are merely as many variations.

On this text, we’re going to share some high-level takeaways and data from the report.

The Youthful the Period, the Likelier They Are to Play Video video games

Over the earlier 20 years, gaming has flourished from a most popular pastime into the focus of leisure as everyone knows it. Gaming is part of life for most people, nevertheless it’s a means of life for lots of (youthful) customers.

We interviewed over 72,000 people in 33 markets for our Shopper Insights evaluation (research regarding the methodology on this factsheet). Spherical 81% of Gen Z avid avid gamers reported having fun with video video games beforehand six months, spending a median of seven hours and 20 minutes on the pastime per week.


As you’ll see throughout the above net web page from the report, with each older period, the prevalence of avid avid gamers decreases—as does the frequent weekly playtime.

Nonetheless, 42% of Baby Boomers—the oldest period lined on this analysis—cited having fun with video video games, having fun with for a median of two-and-a-half hours per week. Whereas that’s a lot much less engagement than youthful generations, it is undoubtedly necessary nonetheless. Nevertheless why is engagement lower?

Older Generations Nonetheless Engage with Video video games nevertheless Spend Further Time on Totally different Leisure

As you’ll uncover throughout the report, the lower engagement for older generations is due to the group dedicating additional leisure time to standard varieties of leisure. Within the meantime, Gen Z and Millennials spend additional leisure time on video video games than another pastime, along with TV, movies, and even listening to music.

Utterly completely different generations’ having fun with engagement trickles into spending—as a result of it normally does, with youthful generations being even likelier to spend on the pastime.

Roughly 69% of Gen Z and 70% of Millennial customers reported spending money on video video games beforehand six months vs. 52% and 29% for Gen X and Baby Boomers, respectively.

Nevertheless why is that this the case? Get hold of the overall report with out spending a dime for a deeper analysis (and further data!)

Gaming is now on the market on additional screens than ever sooner than. Mobile is by far the best part (by revenues and avid gamers alike); however, the boundaries between platforms are blurring.

To that end, youthful generations are additional platform-agnostic than ever sooner than, generally having fun with all through a lot of platforms:


You’ll see throughout the report net web page above that youthful generations are likelier to play all through PC, console, and mobile. That’s partially tied to cross-progression and cross-platform play, nevertheless cloud gaming corporations and subscriptions like Xbox Sport Go moreover empower the platform-agnostic subsequent period of avid avid gamers.

Nonetheless, gaming as we communicate means way more than merely having fun with—significantly for youthful generations. Socializing, viewing, and neighborhood engagement are moreover huge elements of the pastime, as mirrored in Gamer Segmentation, which may be included throughout the free Generations Report.

Spoiler: there are some thrilling variations between how fully completely different generations embrace these newer features of gaming.

75% of Gen Z Avid avid gamers Watch Sport-Related Motion pictures and Streams

Most younger-generation avid avid gamers watch game-related content material materials (75% and 71% of Gen Z and Millennial avid avid gamers, respectively). Naturally, the crossover between those who play and those who view is large:


The playing-viewing overlap for youthful generations is sensible, as many youthful people play aggressive on-line video video games and are drawn to gaming content material materials creators as operate fashions.

What’s additional, platforms like Twitch and YouTube allow for additional interaction between followers and creators than additional standard cultural figures, strengthening the connection between viewers and streamers.

Within the meantime, older avid avid gamers are a lot much less extra more likely to watch game-related video content material materials than their youthful counterparts. Looking for the playing-viewing overlap for Gen X and Baby Boomers? Get hold of the overall report with out spending a dime.

Gen Z and Youthful Generations Engage Further with Social and Group Factors of Video video games

It is also essential to say the social and neighborhood side of gaming. Not solely do many avid avid gamers play titles and watch their favorite creators dwell on web sites like Twitch and YouTube; many moreover:

  • Use video video games as a way to hold round with their friends (having fun with itself takes a backseat).
  • Study, watch, and take heed to commerce data and developments by means of web pages, apps, and podcasts.
  • Deal with developments with friends, family, and pals (nearly and specifically individual).
  • And actively contribute to discussions on Reddit, Discord, ResetEra, and completely different communities.

As we delve into throughout the report, 40% of Gen Z and 37% of Millennial avid avid gamers work together with the pastime in further social- and community-based strategies.

In actuality, half of Gen Z avid avid gamers declare to utilize video video games to hold round with out having fun with the precept sport (as compared with 37% for Millennials and 28% for Gen X).

We requested respondents how they anticipate this to change ultimately. The data speaks for itself: all groups anticipate to see hang out in video video games additional with out having fun with (70% for Gen Z, 63% for Millennials, and 52% for Gen X). Nevertheless what does this indicate for the best way ahead for gaming?

As we’ve talked about, gaming has superior over the last decade to flip into an experience, encompassing having fun with, viewing, and socializing. The next stage for gaming—and perhaps the online as a whole—is the metaverse.


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