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Esports on TV & Online Report - 2019

Online continues to dominate esports coverage as views hit 17 billion

October 14, 2019  | Subscribers Only

Matteo Marchello Matteo Marchello Senior Research Analyst – Channels, Programming, IHS Markit
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  • Esports has grown rapidly to become an established part of the entertainment business, appealing especially strongly to a young adult audience which rarely views linear TV
  • IHS Markit estimates that esports will reach the milestone of $1 billion in 2021 in advertising revenues
  • Outside Asia, Twitch accounts for the largest share of advertising revenues, maintaining the largest shares of this market subsegment in 2019.
  • In the Asian market, OTT platforms rely less on advertising revenues and more on transactions from subscribers; Douyu and Huya market shares in aggregate amounted to 13% of the entire advertising segment.
  • In 2018, the Europe and North America tournaments of League of Legends were the most-watched esports competition in aggregate on all the channels on Twitch
  • All ten of the most-watched tournaments had their final phase in physical arenas; the so-called ‘offline’ tournaments are more likely to have a bigger audience and bigger prize pools
  • ESPN was among the first traditional TV channel operators to bring esports to its linear channels in 2018 broadcasting the final phase of the Overwatch League in prime time, reaching 215,000 households in its Friday night Event.
  • Sweden’s MTG is another media company putting in place an aggressive strategy to enter the esports market, acquiring two of the main tournament organisers in Europe, ESL and DreamHack, in 2015

Matteo Marchello

Senior Research Analyst – Channels, Programming, IHS Markit

Mr. Matteo Marchello is a senior research analyst for Channels & Programming at IHS Markit.

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