LOGAN MCLEAN

Perspective: Understanding The Data In Esports

Logan McLean, Esports Advisor, for NGame Esports talks about the Streamlabs and Newzoo streaming quarterly report.

Streamlabs and Newzoo released its 2019 Quarterly Report (April – June) and reported Twitch was still the leading streaming platform in terms of viewership but saw a decline by 10% versus Q1 2019. What factors do you feel may have led to the decrease, and is this a long term issue?

It is imperative to understand what the 10% decline in viewership means. While the article suggests that viewership, on the whole, is decreasing; if we look more in-depth, the data will support that average viewers per channel has increased. In my opinion, this indicates that viewers have found communities that they are comfortable in as a fan or member, and are continually returning to them. Streamers are increasing their conversion rates of viewers to followers.

It is essential to take note that the decline mentioned primarily references hours streamed as their key metric. I would offer that since anyone can stream, this data is sketchy at best. The report does not properly factor the content creator’s channel size and all other industry standard key performance indicators.

The same report also stated that YouTube Gaming had an all-time high in hours watched. In your opinion, how should brands view this data, and what actions could this bring?

Context is everything. Brands should not look to activate specifically on a platform if they opt for this route they will fail. In the world of influencer marketing, brands keen on utilizing ad space should still follow the proven formula for success. Brands must find an influencer/streamer who connects with their target audience. What this data does show is that multiple platforms are offering a variety of viable influencer options.

Photo by PhotoMIX Ltd. from Pexels

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