August 15, 2022

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Gamers Spend Much More Time in Broadcast Environments – ADZINE

The insights and trends in this report are based on specific and deterministic data from Samsung TVs, collected using Samsung Ads ACR (Automatic Content Recognition) technology. Game TVs are Samsung TVs that a game console is connected to. The numbers describe the behavior of Samsung TV users in Germany, Great Britain, France, Italy and Spain.

It shows that the number of Samsung Smart TVs used for gaming in the five EU countries increased from 4.8 million Samsung Gaming TVs active in the first quarter of 2021 to 5.4 million in the same period in 2022. This corresponds to a 12 percent increase. In Germany, the number of active gaming TVs rose by eight percent in an annual comparison between the first quarter of 2021 and the first quarter of 2022, to 1.45 million. Along with the above growth rates, the number of hours spent gaming has also increased. In Germany, the number of operating hours on Samsung Smart TVs increased by six percent compared to the previous year.

Looking at the consoles used in Samsung’s world shows that the consoles of the previous generation – such as the PS4, Switch and Xbox One – are still the most used devices. With 79 percent of all Samsung gaming devices connected in the five EU countries, this still makes up the largest share. However, next-generation consoles are catching up in a big way. Compared to the numbers of neighboring countries, Germany occupies a leading position in this category. Next-generation consoles include PS5 and Xbox Series X & S.

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Logically, gamers deal extensively with their Smart TVs. Gamers on average spend 45 percent more time in front of a smart TV screen than non-gamers. A clear trend appears. While gamers spend 51 percent more time in broadcast environments than non-players, they spend 32 percent less time in linear environments than non-players mentioned. Expressed in hours, this means that players spend nearly twice as much time in broadcast environments as in linear TV environments. Streaming and gaming together account for 75 percent of gamers’ total screen time on Samsung TVs in the five European Union countries. This also shows that players are more open to ad-supported streaming (AVOD) providers.

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