How gamers’ engagement with short-form video is changing

by Lindsey Francy Jun 1, 2023 News
How gamers’ engagement with short-form video is changing

June 1, 2023  •  4 min read  •  By Alexander Lee

One of the hottest media channels right now is short-form video, and gaminginfluencers are flocking to platforms such as TikTok and YouTube to watch it. It is important for marketers to understand how video game players approach short-form video content.

To understand how modern gaming is engaging with short-form video,Digiday collaborated with Gamesight to pull key points from an exclusive report.

Gamesight compared indicators such as view count and average video lengths to identify the most successful video durations for each game genre. According to Gamesight, videos from the most popular games on YouTube, including marquee titles such as "Elden Ring" and "Minecraft," account to over 80% of the total gaming viewers on the site.

The rise in viewers and content generation of short-form videos has stopped this year, according to a data analyst. It has finally been evened out to about 40% to 50% of the content. There is no more flash-in-the-pan-style things now.

Gamesight classified the videos into four categories: short, medium, long and epic. Some of the key points are listed here.

The percentage share of average video views for short-form content is shown in the graph above, with creators grouped into four sizes: micro, mid-tier, macro and mega.

The data shows that short-form content is the most popular form of content for micro creators, with the proportion of views from short-form content decreasing for larger creators. Smaller creators stand to benefit more from the discoverability of short-form video than larger creators are able to serve long-form content to their captive audience.

When you have a small video, you can take more shots on goal for the same budget. Everyone talks about the computer program, but it is just human nature. There is something that catches people's attention.

The figures for horror games blew all other genres out of the water, as shown by the chart above, which tracks average viewership for horror gaming content. The average audience for short-form horror gaming content was more than three times that of long-form horror gaming content.

There are a lot of slow moments, a lot of build-up, and exciting moments in most horror games. You go on with your life. Watching someone play for a long time isn't much.

Some gaming genres, like first-person shooters, still benefit most from long-form content

Short-form video is not a silver bullet for gaming creators looking to juice up their numbers. The relationship between video length and engagement is still dependent on genre, as shown by the chart above, which tracks the average viewership of first-person shooter and player-versus- player video content by length. Social gaming and sports games get more viewers from long-form content than any other video length.

The boost experienced by long-form video content in the aforementioned genres doesn't extend to epic-length content.

It is funny to me that when you go from long-form to epic it is such a drastic drop-off. You will listen to a creator for about 10 to 15 minutes, but then you'll see a video longer than that, and you'll say that's too much of an investment for me.

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