Question 1

Is the eSports market large enough to justify a strategic pivot?

Accepted Answer

Global eSports revenues are projected to surpass US$1bn in 2019, driven by a massive audience base exceeding 450 million people. While the Australian market is currently nascent at A$8mn, it is expanding rapidly with a forecasted CAGR of 22.4% through 2022.

Question 2

Are Australian audiences actually engaging with this content?

Accepted Answer

Local engagement is significant, as over 4 million Australians viewed eSports content in 2017, with more than half watching at least monthly. Twitch alone attracts 1.5 million unique monthly Australian viewers, highlighting a robust and consistent appetite for digital gaming broadcasts.

Question 3

Can traditional TV networks realistically compete with digital platforms?

Accepted Answer

Broadcasters face five critical hurdles, including the need to adapt formats for TV and provide the interactive social experiences that 450 million global fans expect. Amazon and Google hold a decisive advantage in infrastructure and capital, making it difficult for local media players to secure the exclusive rights necessary to win back younger viewers.

Question 4

What does the core demographic look like for these viewers?

Accepted Answer

The eSports audience is highly concentrated and difficult to reach via traditional media, with 76% of fans identifying as male. This demographic is increasingly abandoning linear TV for digital-first platforms that offer the narrative and community engagement they demand.

eSports and Broadcasters – to TV or not to TV…

Abstract

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Key Takeaways

Frequently Asked Questions

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