The amount of time “gamers” spend playing games across Samsung TVs in the UK, France, Italy, Germany and Spain has grown by 21% since January this year, according to a new report from Samsung Ads Europe.
Samsung Ads, the media and advertising division of Samsung Electronics, defines gamers as game consoles connected to a Samsung TV that played one or more games for a minimum of three-minute session.
In the UK alone, total time spent on game consoles connected to a Samsung TV rose by 22%. The UK spends the most time gaming across the five European territories, with gamers engaged for two hours and 14 minutes a day.
The ‘Behind The Screens: How to Reach Gamers’ report on gaming habits also found that in the UK gamers are now active throughout the day, with time spent gaming on weekday mornings having almost doubled between January and September this year.
Time spent gaming on a Samsung TV on weekend mornings has also increased by 34%.
Overall, the report found that gamers were spending on average 45% of their total daily time with their Samsung TV streaming, 37% gaming, and 18% watching linear TV.
“We are seeing a significant appetite for gaming across Europe on millions of games consoles that are connected to Samsung TVs, which is in line with the growing popularity – and commercial opportunity – of online gaming,” said Alex Hole, vice president of Samsung Ads Europe.
“According to Ofcom, overall total consumer expenditure on games software, gaming hardware and culture was £5.3bn in 2019. With gamers spending an increasing amount of time on their Samsung TVs either gaming or streaming, there is a sizable opportunity for advertisers to reach this hard to reach audience on the big screen, alongside linear.”
Samsung Ads Smart TV viewer data is not projected to a national population, but represents behaviour from over 34 million Smart TV’s in Europe.
