Samsung Advertising, Samsung’s media and advertising division, has revealed the latest insights into gaming in its ecosystem in a new report, “Behind the Screens: Gaming Trends Report.”
According to the report, the number of Samsung Smart TVs used for gaming in Europe increased by 12% year-on-year, from 4.8 million in the first quarter of 2021 to 5.4 million in the first quarter of 2022. UK, this number increased by 14% to 1.5 One million active Samsung gaming TVs in the first quarter of 2022.
The growth of the Samsung gaming world is linked to the strong sales of smart TVs, along with the improved gaming experience on Samsung TVs and the continued adoption of next-generation game consoles.
In the UK, total gaming hours on Samsung Smart TVs increased by 7% year over year, from 191 million hours in the first quarter of 2021 to 205 million hours in the first quarter of 2022.
Overall, European gamers are playing more frequently on an annual basis, which translates to a 2% growth in the average number of gaming sessions per Samsung TV.
Different habits for different controllers
When it comes to console creation, gamers in the Samsung world who use consoles from previous generations – such as PS4, Switch and Xbox One – still make up the majority share, accounting for 79% of all Samsung-connected game consoles in the EU5 However, next-generation consoles – such as the PS5 and Xbox Series X & S – catching up too, especially considering they were only released in November 2020.
Samsung ads saw a 149% increase in the number of active next-gen consoles in the UK in the first quarter of 2022 compared to the same period last year – the period immediately following the launch of the next generation.
Next-gen console users tend to be particularly engrossed in their new gadget and spend significantly more time playing each day than previous console users. In the UK, in the first quarter of 2022, the average daily gaming time per Samsung TV was 2 hours and 12 minutes on next-generation consoles, compared to 50 minutes on older-generation consoles.
Players and non-players
Gamers use their Smart TVs more, with gamers having an average total screen time of 45% higher than non-gamers. While gamers spend 51% more time in broadcast environments than non-gamers, they also spend 32% less time in linear environments than non-players.
When it comes to environments where gamers spend the most time on Samsung TVs, gamers spend nearly twice as much time in broadcast environments as on Line TV, with players spending 101 hours each quarter in Linear versus 195 hours of streaming.
Given players’ penchant for live streams, 35% of gamers in the UK are heavy streamers. Conversely, 40% of the UK’s top streaming players are gamers, which shows the strong connection between games and top players.
Streaming and gaming combined account for 75% of total player screen time on Samsung TVs in the five European Union countries.
Players and AVOD
Gamers are often seen as early adopters of technology trends, which is reflected in their content consumption habits. AVOD accounts for 34% of streaming hours on gamers’ TVs, and the average time spent in AVOD environments is 41% higher among gamers than non-gamers.
Currently, YouTube is the leading platform in the AVOD category, but free and ad-supported streaming platforms such as Samsung TV Plus, Pluto and Rakuten are gaining popularity in Europe as viewers are embracing superior and selected high-quality streaming content, at no additional cost.
Gamers’ penchant for streaming is also reflected in the likelihood of watching Samsung TV Plus – Samsung’s free, ad-supported streaming service. In EU 5, gamers are 10% more likely to watch Samsung TV Plus than others. Among the genres offered on Samsung TV Plus, UK gamers tend to prefer entertainment, documentaries and sports, the top three genres in the first quarter of 2022.
“The breadth of Samsung’s gaming world and the continued engagement of gaming audiences after the pandemic shows that gaming has become an established habit among Samsung TV users. Alex Hall, Vice President of Samsung Ads Europe, said, “Samsung’s unique positioning in gaming allows us to understand the gaming audience from a hardware and behavioral perspective.”
“Gamers outperform our non-gaming audience by 45% in terms of time spent in front of the TV, and this cannot be explained by gaming alone. They are more likely to have access to a range of smart TV options, from linear TV to demanding streaming platforms. For gamers, Smart TVs are truly the center of the home,” Alex Hole adds.