Fandom study shows entertainment fans switching to gaming

Fandom revealed that some people are transitioning away from traditional entertainment consumption, such as watching movies and TV shows, in favor of gaming.

The Fandom Inside Entertainment report said people are transitioning away from traditional entertainment consumption, such as watching movies and TV shows, in favor of activities like gaming, social media engagement, reading and hobbies.

The report said 67% of fans are spending the same or more time consuming content or playing video games, but their behavior is shifting; 33% are spending less time on cable or in theaters – and the number one activity they’re switching to is gaming (59%).

The study, which leverages first-party data from Fandom’s extensive platform and a global survey of entertainment and gaming fans, sheds light on the nuanced relationship between gaming and traditional entertainment mediums.

Stephanie Fried, CMO of Fandom, said in a statement, “Every industry analysis refers to the battle for fans’ attention across entertainment and gaming, but we’ve found that it’s not an either-or scenario. In fact, combined, entertainment and gaming experiences strengthen fan connection and deliver incremental engagement.”

The Rise of the “Switchers”

One of the most significant revelations from the study is the emergence of a new audience segment dubbed “Switchers.” These individuals are transitioning away from traditional entertainment consumption, such as watching movies and TV shows, in favor of activities like gaming, social media engagement, reading, and hobbies. This shift presents an opportunity for entertainment companies to re-engage audiences through innovative content strategies like book-to-game or book-to-film adaptations.

Contrary to common misconceptions, the study highlights a symbiotic relationship between the gaming and entertainment industries. While gaming serves as the primary activity for entertainment fans, watching TV and movies is the top choice for gamers seeking a break from gaming. This interplay underscores the interconnected nature of these mediums and the potential for joint endeavors or conquest strategies.

The study identifies drama as a promising genre for gaming companies seeking their next big hit. This presents an opportunity for gaming studios to explore narrative-driven experiences that resonate with drama enthusiasts.

Fried said, “By catering to the distinct desires of specific audience segments, studios, networks, and streaming companies can influence a fan’s choice between mediums and content types.”

The Inside Entertainment study offers insights for advertisers and marketers, encouraging them to view gaming as a friend rather than a foe. Additionally, the study emphasizes the importance of targeting Switchers and developing niche gaming strategies to drive viewer engagement and retention.

The report leverages first-party data from Fandom’s extensive platform — 350 million monthly unique visitors, 45 million pages of content and 250,000 fan-powered wikis.

Outside of gaming, switchers are also spending time on social media (47%), reading (56%) and doing hobbies (37%) With 56% of the switcher audience spending time reading, it presents an opportunity to re-engage this audience and pull them back into the ecosystem with new content strategies, like book-to-game or book-to-film cross over adaptations.

The data uncovers that drama fans who also game gravitate towards genres like: Role-Playing (RPG): 73%, Adventure: 72%, Simulation: 62%, Sandbox/Open World: 62% and Puzzle: 60%.

Gaming wins on super serving the emotional needs of fans, identifying a niche area streamers and studios should not only be aware of – but double down on. About 82% of gamers think video games are more interactive & engaging than movies and TV; 59% feel more accomplished when playing a video game;
53% like that they have more control in the story when playing video games; and 45% feel more invested in the storylines in video games.