User-generated content (UGC) and social media have become more popular, stealing some attention from streaming services. But just how popular are they?
InMobi's 2023 survey on streaming subscription behavior found that younger consumers' content preferences have shifted significantly. While Millennials (ages 35-44) prefer streaming, Gen Z (ages 18-24) is more interested in UGC than other types of content, which of course includes gaming UGC. Younger Millennials (ages 25-34) consume all types of content equally.
InMobi's study indicates that as the various generations grow older, their content preferences will evolve. Key insights from the survey include:
- Gen Z has a higher preference for user-generated content compared to other age groups.
- Streaming services are particularly popular among Millennials compared to other generations.
- Younger Millennials tend to diversify their content consumption across different types.
"To win over Gen Z as they come into purchasing power and boardroom and political influence, UGC will be the critical lever across the content ecosystem.” says Justin Sparks, Director of Vertical Strategy, North America at InMobi.
Gen Z are avid gamers. 79% of the overall population are into games, but as many as 90% of Gen Z and 94% of Gen Alpha fall into this category. But here's the real kicker: 92% of Gen Alpha play games, while 70% watch gaming content. Similarly, 88% of Gen Z play games, while 68% of them view gaming-related content.
Given the data, it's clear that both Gen Alpha and Gen Z have a significant affinity for gaming, not only in terms of participation but also in content consumption.
There's a massive potential audience for gaming content. This presents a lucrative opportunity for game developers and gaming UGC creators to cater to this expansive user base.
With such a wide section of Zoomers and Alphas watching gaming content, it's clear that there's interest in content that surrounds the gaming experience itself. This could range from game reviews, playthroughs, tutorials, eSports, to gamer vlogs - we all know these generations consume a lot of their content via video.
If you are a gaming content creator, here are some tips on how to reach Gen Z and Gen Alpha:
Diversify your content: UGC creators should diversify their offerings. This could include walkthroughs, strategy discussions, in-game lore exploration, and more. A mix of content will cater to both casual viewers and hardcore gamers.
Engaging Narratives: Gen Alpha and Gen Z have grown up in an age of rapid information. To catch their attention, creators should focus on storytelling, like sharing personal gaming experiences, creating narratives around playthroughs, or discussing gaming culture in depth.
Collaborate and Interact: Collaboration with other content creators can help tap into different viewer bases. Additionally, actively engaging with the audience by responding to comments, conducting polls, or even hosting live Q&A sessions can foster community-building.
Choose the right platform: While platforms like YouTube are traditionally popular for gaming content, newer platforms such as TikTok, Twitch, or Discord communities are rapidly gaining traction among younger generations. A presence across multiple platforms increases visibility.
Embrace Trends and Memes: You need to speak the lingo. These generations are deeply ingrained in internet culture. By incorporating trending memes, challenges, or popular culture references related to gaming, creators can make their content more relatable and shareable. RTM!
Focus on Mobile and Cross-Platform Gaming: Both these generations are more likely to have had access to smartphones and tablets from a young age.
Education and Skill Building: Many of these young gamers are eager to improve. Content that helps them hone their skills, understand game mechanics better, or explore advanced strategies can be particularly appealing.
