One in five Gen Zers regularly follows esports—and many are also interested in traditional sports. An international study provides new insights into the behavior of this young demographic.
eSports is no longer a niche phenomenon. Worldwide, around 400 million people from Generation Z regularly follow competitive video games. This is the finding of a joint study by the ESL FACEIT Group, Hero Esports, and Niko Partners.
For the study, a total of 8,000 esports fans aged 13 to 30 in Germany, China, Indonesia, Malaysia, South Korea, Thailand, the United Kingdom, and the United States were surveyed in May 2026.
Esports Follows the Logic of Traditional Sports
One finding of the study shows that not every viewer is also an active player. While 76 percent of respondents said they play the games they follow, nearly a quarter regularly watch competitions in games they don’t even play themselves.
This means that many viewers’ interest is not limited solely to their own gaming habits. Rather, the study shows that esports competitions reach an audience beyond the active player base.
Between the Stadium and the Stream
There is also significant overlap with traditional sports. According to the study, 71 percent of esports fans attended a traditional sporting event within the past year. For 36 percent, sports are also among their top interests outside of gaming.
These findings thus contradict the commonly held view of two separate worlds. Rather, a portion of the young target audience is active both in stadiums and in front of esports broadcasts.
More Than Just Online
The digital origins of esports do not mean that the scene takes place exclusively online. 21 percent of respondents regularly attend tournaments, gaming conventions, or similar events. On average, this group participated in at least one in-person event within the past nine months.
The study also points to a rising proportion of women. While women made up about 32 percent of the surveyed target audience overall, their share was significantly higher at some events and in certain leagues.
Consumption is by no means limited to tournament broadcasts. 71 percent of participants regularly watch gaming videos, 66 percent follow livestreams, and one-third listen to gaming podcasts.
Collaborations with Impact
The study also shows that brands are noticed in the esports environment. 85 percent of respondents say they pay attention to sponsors and advertising partners within the scene.
About two-thirds also stated that they had already purchased a product advertised as part of a collaboration with a team, player, or game.
Esports Continues to Gain Ground
The study’s authors view this development as a sign that esports is increasingly adopting the structures of traditional sports. Fan cultures, live events, well-known personalities, and long-term audience loyalty are gaining in importance.
With an estimated 400 million regular Gen Z fans worldwide, the study shows one thing above all: for many young people, esports has long been an integral part of their leisure time and is increasingly evolving into a standalone entertainment and sports product.