How users and brands power YouTube's gaming videos: report
Why do big "Call of Duty" trailers come out on Fridays? Google's July 2013 report on YouTube's gaming audience tells all.
- Published: 3/07/2013 at 03:19 PM
- Newspaper section: news
YouTube's gaming content is viewed on different devices at different times.
Viewer activity is strongly linked to free time: on weekdays, 40 percent of time spent watching gaming videos is tallied between 5pm and 10pm. On weekends, however, there are 18 percent more gaming video views -- and all the biggest games will want a piece of the weekend pie.
On a monthly basis, activity rises by over 17 percent during the months of June, July and August.
That's despite the Northern summer being typically dry in terms of tentpole releases: most big budget games launching later in the year between September and November, while others maximize their chances in March or May.
Speaking of pre-launch content, nine out of ten videos viewed before a game's release come from brand sources, and there's a strong correlation between video views and blockbuster success, especially in the two months prior to a game's release.
But once a game is in the wild, community content is essential to its YouTube popularity.
A huge preferential shift towards user-created video takes place, whether that be in the form of walkthroughs, tutorials, or other game-powered material.
In fact, community content accounts for 47 percent of total console game views. Official pre-release content holds a 50 percent share, and video reviews posted during the critical launch period represent the remaining 3 percent.
And once a game is out, smartphones and tablets become increasingly important as video-viewing devices.
Launch trailers and official announcements are viewed on mobile devices only 29 percent and 35 percent of the time, with 63 percent and 69 percent of views taking place on computer screens. But that smartphone and tablet figure rises to a combined 50 percent when it comes to watching user-created tutorials.
About the author
- Writer: AFP Relax News
- Position: News agency