Gamers spend more time watching live broadcasts on Twitch and game videos on YouTube than playing games. It is reported by GameIndustry.biz with reference to the MIDiA Research report.

According to the report, players spend an average of 7.4 hours playing games per week and 8.5 hours watching content about games on YouTube, Twitch, or other platforms.

According to MIDiA, this study “highlights the untapped potential for game publishers to incorporate video content into their ecosystems.” The researchers also say that 24% of console and PC players, as well as 48% of “in-game shoppers,” watch game content at least once a month.

The authors of the report note that these data indicate the existence of unrealized potential for publishers. The main reason for this is the loss of significant monetization opportunities, in particular in the field of advertising. A significant portion of revenues is being shifted to third-party video platforms, even though the gaming market is facing challenges to growth.

“It’s time for game publishers to think about in-game video as something beyond marketing alone,” said Rhys Elliott, games analyst, MIDiA Research.

The authors of the report also believe that games can generate additional revenue if developers and publishers integrate video content directly into the gaming ecosystem.