Some 23% of adults globally have watched a gaming livestream in the past month, according to the latest research from GlobalWebIndex. Consumption was highest in Asia Pacific, at 27%, compared to just 14% in Europe.

Asia Pacific was also the region where watching e-sports tournaments was most popular, at 22%. This compares to 7% in North America. GlobalWebIndex notes that South Korea has played a pivotal role in the sector's development, while strong engagement in Indonesia, the Philippines, Vietnam, India and Thailand has boosted popularity in the region.

Globally, gaming video content attracts a larger audience than major TV and audio platforms. For brands, opportunities range from in-game ads and sponsorship to branded games.