May 30th, 2022, Rishad Dsouza
Music is a key part of the esports consumer experience, with franchises and leagues using music to build an atmosphere at events and in their titles. In this piece we examine some consumption patterns and key attitudes of esports fans towards music.
YouGov Profiles data reveals that US esports fans are almost twice as likely as the average American to say they are “obsessed with music”. Two in five esports fans (21%) agree with that claim compared to just one in five Americans overall (10%).
Esports fans are also markedly likelier to spend money on music. Seven in ten (69%) say “I’m happy to spend money to support my favourite music artists” compared to just half of the overall population (52%).
A similar proportion of US esports fans (73%) also feel that listening to music is better than thinking (vs 55% overall).
Moreover, esports fans are more than twice as likely as average Americans to place special emphasis on checking in on their favourite music artists’ social channels (56% vs 23%).
YouGov Profiles also allows brands and marketers to explore the platforms being used by audiences to listen to music.
Looking specifically at the most popular online music services in the States, YouTube tops the list among both groups of consumers, with Spotify and Amazon Prime Music next in queue.
Apple Music takes the fourth spot among esports fans, used by one fifth of them (21%) compared to 13% of all US adults. Out of the top five services, Pandora is the only one that is used by a smaller proportion of esports fans (17% vs 20% of all US adults).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.