The esports audience among Generation Z has reached nearly 400 million people
About 400 million people aged 13 to 30 engage with esports in one way or another. This is according to a joint study by the ESL FACEIT Group, Hero Esports, and Niko Partners.
As part of this study, a survey was conducted that showed that 71% of respondents regularly watch gaming content, while 21% regularly attend esports events. Of the 8,000 respondents, 85% notice branding in esports. In turn, 66% of people have purchased products following joint promotions between companies and teams or players.
As for the development of the esports scene, the final of the recent IEM Cologne Major 2026 attracted nearly 2.75 million viewers, becoming the most-watched match in Counter-Strike history, while the tournament itself saw a 185% increase in total viewing hours.
The esports audience has also become more diverse. Women account for 32% of the viewership during broadcasts, and at some LAN events, that figure exceeds 50%. It is known that the vast majority of fans spend time playing games in one way or another. Aside from esports, respondents’ favorite activities included listening to music and watching movies.
Read also: MOUZ on the Major’s record viewership: “Do you still think esports is just a ‘kids’ hobby’?”
Earlier, the EWC Foundation announced a partnership with the French Ministry of Sports, Youth, and Civic Life. The agreement provides for support for the Esports World Cup series tournaments and the development of the country’s esports ecosystem.
Photo by Stephanie Lindgren, ESL.
