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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.
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