The universe of games sports is on the rise, captivating a diverse and enthusiastic audience. Keeping an eye on this trend, the Samsung Adsthe advertising arm of SamsungElectronics, revealed insights valuable insights into the consumption preferences of fans of these games on Smart TVs Samsung from Brazil.
According to the study, 9% of Samsung Smart TVs active in the country are considered high-end Smart TVs. gamers, indicating the presence of a connected console. Of these, 60% are passionate about sports games, who prefer to play between 8pm and 10pm, especially on Sundays, Tuesdays and Wednesdays.
Os gamers sports games on Samsung Smart TVs consume, on average, 2 sports games per month per device, prioritizing consoles over hubs of games. The most popular consoles among this audience are the PlayStation 4, followed by the PlayStation 5 and the Xbox One.
It’s no surprise that football is the favorite sport on this front, as well as on other platforms such as streaming and open and pay television channels, with the FIFA franchise (currently titled EA FC 24) leading the list of most consumed games. However, the gamers They also show significant interest in car racing, fighting in general, hockey, American football and basketball.
This truly multiplatform audience, with 91% of gamers consuming streaming in AVOD format. Furthermore, 86% use three different platforms (linear, streaming e gaming) per month per device, dedicating most of the time to streaming (81%).
Other interesting data from the study include the fact that 52% of those who declare themselves to be involved in sports are women; 22% of sports fans have sports items at home and 8.5% plan to buy sports items in the next 12 months; and 26% consume sports content daily. The study data is proprietary to Samsung Ads, collected from Samsung Smart TVs active in August 2023. The database has more than 15 million active connected TVs.
Opportunities for brands
- 57% of the active and connected Smart TV base in Brazil consumes sports content;
- There are more than 42 million potential consumers looking for brands, products, services and experiences;
- More than 60 million hours per month are dedicated to some sports content on the three platforms (linear, streaming or gaming);
- 94% of linear time dedicated to sports consumption including football;
- 84% of time dedicated to football consumption with live games;
- The South American and European championships also captivate consumers of Samsung Smart TVs;
- The 2023 FIFA Women’s World Cup strongly engaged consumers, highlighting the passion for women’s football.
Samsung Ads offers a complete solution to reach this diverse audience, with a focus on discovery, connections and engagement. On linear platforms, streaming or of gamingSamsung’s advertising arm is a strategic ally for brands and agencies.
The business unit focuses on monetizing advertising space on Samsung Smart TVs. It was launched in the United States in 2015, with expanded operations in Canada, Europe, India, Australia and Asia, and arrived in Latin America (specifically Brazil and Mexico) in 2020, with the mission of connecting brands and consumers, offering scale, efficiency, incremental reach and digital measurements/segments with the audio and video experience of a large TV screen.
* Cover photo: Disclosure/Konami
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