The share of kids (aged between 13 and 18) who watch e-sports content on a screen has risen to 25%, according to data across 13 different markets from The Insights People.

Why it matters

E-sports has seen a rapid increase in popularity this year as consumers stay at home and look for new sources of entertainment.

This is a new channel that brands can use to engage with audiences and while similar to traditional sports, requires a more digital-led approach.

Takeaways

• E-sports proves most popular among young audiences in China, where two-fifths (38%) say they watch content on a screen....