Game streaming and Donat (market of Russia)

2019: The market of game streaming in Russia and the CIS is estimated at 21.6 billion rubles

On December 24, 2019 the QIWI company summed up the results, the conducted research of the market of game streaming and Donat for 2019. According to poll, two thirds of the viewers of streams – adult solvent audience which watches streams instead of series to have a rest and distract. More than 5,700 people participated in a research.

According to QIWI, the size of the market of game streaming is not less than 21.6 billion rubles with a potential of growth of 20% annually in the next 3 years. In terms of business the streaming niche in Russia develops and has high potential regarding advertizing and marketing collaboration. Especially interesting it can be to the brands interacting with the maturing generation Z – she will help business to come into contact with less susceptible to traditional channels of interaction of digital natives with them.

Results of a research of QIWI showed that a third of respondents (33%) sends Donata regularly – time to 2-7 streams, and 63% – only in special cases. The average bill of Donat was 356 rubles this year, a half of users at the same time send Donata in the range of 100-299 rubles, and a quarter – in the amount of 300 up to 999 rubles.

More than a half of the viewers (57%) list Donata using bank cards, from them 73% use Sberbank, 8% – VTB, on 5% and 4% fall on Tinkoff bank and Alfa Bank. Nearly a third of donater (31%) use QIWI the Purse for money transfer. The third place (on 17%) is shared among themselves by Yandex.Money and payments from the account of the mobile phone.

The main motivation to send Donata most of survey participants (85%) called desire to support a favourite streamer. A half more of respondents (49%) noted that for them Donat is an opportunity to communicate to a streamer. On the third (18%) and the fourth (16%) there were options "feel a unification with others" and "feel the organizer of the stream". On 14% received options "desire to be selected among the audience" and "because it is so accepted".

The research showed that nearly a half of respondents (47% of donater and 45% of the audience) watches streams daily. Categories of the donater and the audience watching streams 2-3 times a week – them in poll of 39% and 35% respectively were at the second place. At the same time on 10% of respondents it is the share of categories of the audience watching streams weekly – and 3 times a month and less often. Similar indicators at audience of donater – 8% and 6%.

A quarter of respondents noted that they prefer to watch streams from 19 to 22 o'clock – i.e. after work. 18% selected the rest of the time for viewing. The fifth part of respondents noted that it adapts to certain a streamer. Nearly a half of respondents (47%) watches streams more than two hours a day, it is slightly more than a third (36%) – 1-2 hours a day, and 17% – are less than an hour.

At the same time the audience of game streaming is loyal: 48% of respondents said that they watch streams more than three years. Practically in equal shares – on 18% and 17% – at those who watch streams 1-2 years and 2-3 years respectively.

Within the research of QIWI also found out motivation of users to watching streams the Most popular answer and from donater (78%), and the audience (82%) had a desire to have a good time and rest. Not much more it is lagged behind by option about attractiveness of the identity of a streamer – it was noted by 72% of donater and 61% of the audience. The answer "an opportunity to look at a game before purchase" – it was at the third place noted 43% of donater and 31% of the audience. Among other answers – motivation to improve the game skills (34% of donater, 28% of the audience), to communicate to adherents (34% of donater, 24% of the audience) and also interest in cybersport (28% of donater, 24% of the audience).

Among qualities which the audience appreciates in a streamer the most popular were a sense of humour and emotionality – it was noted by 51% of donater and 57% of the audience and also sociability and attention to the audience (54% donater, 47% the audience). The charisma in a streamer is appreciated by 34% of users who send Donata, and 39% of all audience. Original giving of a streamer is also important – it was noted by 31% of donater and 27% of the audience. 15% of donater and 13% of the audience referred to a highly professional game of a streamer.

Among genres of streams are popular with users both game, and not game. From the last an absolute majority – 77% of respondents – noted colloquial. Creative, musical and culinary genres of streams are pleasant 39%, 35% and 27% of respondents respectively. Among game genres a half of respondents noted three at once – RPG (51%), horrors (49%) and shooters (48%). Another 27% of users called themselves adherents of a genre of MOBA.

As the platform for watching streams most of respondents (58%) selects the PC. On the second place with result in 53% there were smartphones on Android. From smartphones streams look only 13% of the audience at iOS, and from the notebook – 32%.

Poll showed that a basis of audience of streamers – residents of the Central and Northwest federal districts: 39% and 16% of questionnaires respectively are the share of them. 10% of respondents of poll were inhabitants of the CIS and Europe. Also it turned out that at men streams enjoy twice bigger popularity, than at women: on the first 66%, are the share of the second – 34%.

Streaming is most popular with age groupes 19-24 years and 14-18 years – their shares of answers in poll made 42% and 31% respectively. At the same time a considerable part of these categories enters Donata when watching streams – such users in each group of 38% and 25% respectively. On the third place age category 25-34 years – their share in poll makes 21%, and Donata enters 29% of this audience.

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