Playtime is skyrocketing across Europe in 2022, according to Samsung Ads – European Gaming Industry News

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Samsung Ads, Samsung’s media and advertising division, has revealed the latest insights on 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. In the UK, this figure increased by 14% to reach 1.5 million active Samsungs. gaming TVs in the first quarter of 2022.

The growth of the Samsung games universe correlates with strong sales of smart TVs, coupled with an improved gaming experience on Samsung TVs and the continued adoption of next-generation game consoles.

In the UK, the total number of hours spent playing games on Samsung Smart TVs increased by 7% year-on-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 year over year, resulting in a 2% growth in the average number of gaming sessions per Samsung TV.

Different habits for different consoles

When it comes to console generation, gamers in the Samsung universe who use consoles from previous generations – such as PS4, Switch and Xbox One – still represent a majority share, accounting for 79% of all Samsung connected game consoles. in the EU5. . However, next-gen consoles – such as the PS5 and Xbox Series X&S – are also catching up, especially since they only released in November 2020.

Samsung Ads saw a 149% increase in the number of next-gen consoles active in the UK in the first quarter of 2022 compared to the same period last year – the period immediately after the release of next-gen consoles.

Next-gen console users tend to be particularly engaged with their new gadget and spend significantly more time per day gaming than previous console users. In the UK, in the first quarter of 2022, the average time spent gaming per Samsung TV per day was 2 hours 12 minutes on next-gen consoles, compared to 50 minutes on older-gen consoles.

Players versus non-players

Gamers interact more with their smart TVs, with the average total screen time among gamers being 45% higher than non-gamers. While gamers spend 51% more time in streaming environments than non-gamers, they also spend 32% less time in linear environments than non-gamers.

When looking at the environments that gamers spend most of their time on Samsung TVs, gamers spend nearly twice as much time in streaming environments than in linear TV, with 101 hours per quarter spent in linear against 195 hours of streaming.

When looking at the propensity to stream among gamers, 35% of UK gamers are heavy streamers. Conversely, 40% of top UK streamers are gamers, demonstrating the strong correlation between gaming and strong streaming audiences.

Streaming and gaming combined account for 75% of total gamer screen time on Samsung TVs in EU5 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 gamer 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 ad-supported free streaming platforms such as Samsung TV Plus, Pluto and Rakuten are gaining popularity across Europe as viewers embrace content. premium and organized streaming service at no extra cost to them.

Gamers’ propensity for streaming is also reflected in their likelihood of watching Samsung TV Plus, Samsung’s free, ad-supported streaming service. In EU5, gamers are 10% more likely to watch Samsung TV Plus than non-gamers. Among the genres on Samsung TV Plus, UK gamers tend to favor entertainment, documentaries and sports programs which came out as the top three genres in Q1 2022.

“The growing breadth of Samsung’s gaming universe and the continued engagement of gaming audiences post-pandemic show that gaming is now firmly entrenched among Samsung TV users. Samsung’s unique position in gaming allows us to understand gaming audiences from a hardware and behavioral perspective,” said Alex Hole, VP of Samsung Ads Europe.

“Gamers outstrip our non-gaming audience by 45% in terms of time spent with their TV – and that can’t be explained by gaming alone. They’re more likely to access a range of Smart TV options ranging from linear television to on-demand streaming platforms. For gamers, smart TVs are truly the hub of the home,” added Alex Hole.

Mary I. Bruner