Samsung Ads survey identifies preferences and content consumption habits of connected TV audiences
Gamer’s Day, celebrated on August 29, was created in 2008 by a group of Spanish magazines who decided to create a date to honor and celebrate the importance of games for culture. This segment of the population is present in various environments, including Samsung smart TVs, according to Samsung Ads’ mapping, which sought to identify the audiences on the brand’s connected TVs, as well as their preferences and content consumption habits, and offer agencies and advertisers opportunities to connect with these consumers.
The survey took into account the brand’s active and connected TV base across the country, representing more than 19.4 million items. Around 9% of active smart TVs in Brazil, potentially more than 5.7 million consumers, have gamers plugged in. On average, heavy gamers make more than 110 accesses per month and per device, and light gamers make four.
The survey also showed that the North region is the most active, with 113 accesses per month, followed by the Southeast, 110 accesses per month, the Central-West and South tied in third place with 109 accesses per month and, lastly, the Northeast, with 108. 86% of this audience also consumes other categories on Samsung smart TVs, being considered multiplatform, accessing at least three platforms per month and dedicating 82% of the time to streaming content, service applications or gaming and 19% to traditional linear TV channels, whether open or paid.
Advertising
Regarding advertising, the study found that it is undeniable that this audience is increasingly seeking free, ad-supported entertainment, with over 90% of streaming consumption being in the ad-supported video-on-demand category. 53% of gamers accept advertising in games if they get some benefit from it, 59% prefer advertising that is relevant to the game they are playing, and 68.2% accept and consume brands that appear in games. In addition, 48% of Brazilian gamers consume food while playing, including fast food, snacks, drinks such as coffee, beer, energy drinks, among others.
Consoles and genres
The survey also found that the PS4 is the most used console by Samsung smart TV gamers, followed by the PS5 and Xbox One. In addition, for 90% of PlayStation gamers and 70% of Xbox gamers, the connected TV is the only place where they play. For 55% of the total Samsung smart TV gamer base, gaming takes place on PC, consoles and mobile devices.
Among the most consumed game genres per month, action and adventure appear in first place, followed by shooting, sports and fighting games – with soccer being the favorite, followed by baseball, American football, racing and basketball -, RPGs and platform games and simulators.
Habits
Gamers not only enjoy sports as content to be consumed, but they also often practice them. Among the most practiced sports are martial arts in first place, followed by skateboarding, surfing, volleyball, motor racing, yoga and meditation, athletics, CrossFit and gym, tennis and, lastly, motorcycling.
According to the study, gamers are also interested in everything that involves entertainment, art and literature, demonstrating a taste for contact with diverse cultures inside and outside of games, including travel. Among the cultural activities are museums, exhibitions, theater, opera and cultural events in first place, followed by shows and musical concerts, playing instruments, cards and board games, comics, stamps and action figures, history books, fiction and real cases and, lastly, restaurants.
Music also plays an important role in complementing the gaming experience, with 48% of people consuming music while playing. The most popular genres include rock (41.9%), pop (40.5%) and country (37.1%).
Photo: Freepik
