Measuring The Quality Of Esports Viewership

Industry Guest Post: Kevin is the Chief Product Officer at Waypoint Media and in charge of all things data. Prior to Waypoint he was a Special Projects Engineer at General Atomics Aeronautical Systems and most recently worked on the AppNexus data science team building revenue optimization algorithms. He can be reached at kevin@waypointmedia.com.


Esports audiences are simple: they’re young, growing, and most importantly — engaged. Given the nature of esports this has generally been taken at face value, however as the industry matures, sophisticated marketers will be looking to validate these assumptions.

Third party publications report viewership with two specific metrics: average concurrent viewers and viewer hours. Eagle eyed observers however will recognize that these strictly measure quantity — the volume of content consumed.

To measure engagement the real question is: how long are viewers actually staying?

Case Study — Overwatch League vs LCS

The launch of Overwatch League (OWL) has surpassed all expectations. The inaugural season of the OWL has been keeping pace and at times even outperforming Riot’s League Championship Series (LCS).

 

JUST THE BASICS

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From March 8th, 2018 to March 22nd, 2018 the classic metrics show that 20% more content was consumed on the OWL channel compared to the LCS, by broadcasting an extra 10 hours, and having 10% higher average concurrent viewers.

OWL looks marginally better here but there’s almost no information about actual audience behavior with the basic viewership metrics.

 

ENGAGEMENT DISTRIBUTION

To answer the question of audience behavior and to look deeper into viewing habits, Waypoint tracks near minute to minute channel viewership on over 82 million unique registered Twitch viewers.

With this we analyze what each viewer is watching and for how long. Aggregated across all broadcast we generate the engagement distribution.

Viewers are watching 48% longer on OWL compared to the LCS
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Applying this analysis to the OWL and LCS we see exactly how the audience is behaving during each league’s broadcasts — the results are staggering. OWL blows LCS out of the water and it’s not even close.

At the 50th percentile, viewers are watching 48% longer on the OWL compared to the LCS. Possibly even more impressive, 25% of OWL viewers are watching for at least 2.3 hours per broadcast.

 

CONCLUSION

The basic viewership metrics average concurrent viewers and viewer hoursare woefully insufficient in describing a live esports broadcast. A broadcast’sengagement distribution describes how that channel is able to retain its viewership over time.

Comparing OWL and LCS’s basic viewership data, it’s hard to tell how each broadcast is performing. The engagement distribution clearly shows that Overwatch League is outperforming the LCS in viewer retention.

OWL is shiny and new, so it’s hard to say whether or not they’ll be able to keep it up, but what they’ve done up to this point is incredibly impressive.

The Next Level Joins Nielsen's eSports Advisory Board

THE NEXT LEVEL JOINS NIELSEN'S ESPORTS ADVISORY BOARD

The Next Level Joins Nielsen's eSports Advisory Board (Photo: Nielsen)

The Next Level Joins Nielsen's eSports Advisory Board (Photo: Nielsen)

I'm thrilled to announce that The Next Level has joined Nielsen's newly launched eSports advisory board as part of Nielsen Esports to provide insight on audience measurement and validation.

-Manny Anekal

The list of advisory board members:

  • ESL
  • ESPN
  • Facebook
  • FIFA
  • Google YouTube
  • Major League Gaming/Activision Blizzard
  • NBA 2K eLeague
  • Sony PlayStation
  • The Next Level
  • Turner
  • Twitch
  • Twitter
  • Unilever

Nielsen today announced the launch of Nielsen Esports, a new business vertical focused on competitive gaming that will leverage the company’s expertise and leadership in media consumption and valuation. Nielsen Esports will provide sponsorship valuation, fan insights, custom industry research and consulting services to rights holders, media platforms and brands around the world that are moving this fast-growing market forward.

Esports has experienced massive global growth over the past few years with major investment from blue chip sponsors, game publishers and media companies, as well as sports leagues and teams. The esports fan base is also rapidly expanding with nearly one in three fans beginning to follow esports just within the past year, according to new Nielsen Esports research.

“There’s a high demand for reliable, independent measurement of value in esports,” said Howard Appelbaum, President, Nielsen Entertainment. “We’re excited to enhance our client offerings and provide the industry with solutions that will help guide and optimize investment decisions in this exciting, growing space.”

Recognizing the need for consistent sponsorship valuation in esports, Nielsen developed Esport24, a syndicated sponsorship tracking service for esports tournaments. The service measures brand exposure in esports tournaments representing a variety of titles, event formats and geographic locations based on the same methodology that allows traditional sports rights holders and brands to quantify value and benchmark performance.

Nielsen Esports will also release global fan insights throughout the year, with a new research offering spanning the US, UK, Germany, France, Japan, South Korea, and China in 2017.

As part of this new business vertical, Nielsen has created an esports advisory board of industry stakeholders who will provide insight to help shape the future of esports audience measurement and valuation. Members include representatives from ESL, ESPN, Facebook, FIFA, Major League Gaming/Activision Blizzard, NBA 2K eLeague, The Next Level, Sony PlayStation, Turner, Twitch, Twitter, Unilever, and Google YouTube.