Almost a third of Russians are interested in eSports, and contrary to stereotypes, the number of women among fans of this area has increased significantly. In 2024, their share was 38.1%; this was double the share in 2021, when only 20% were women. Overall, 28.9% of Russians are interested in e-sports, and among this audience, 61.9% are men, confirming the increasing role of women in this field.
According to a study by the analytical center of the Association for the Development of Interactive Advertising (ARID), the main age category of eSports fans is the 25-34 age group, which accounts for 39.7% of those interested. In addition, viewers between the ages of 20-44 actively follow eSports events, where live broadcasts of tournaments attract the most attention. Experts note that the e-sports market is an attractive niche for advertisers targeting a solvent audience.
Maria Litoshina, general director of the PHD agency, stated that the increasing interest of women in e-sports opens up new opportunities for advertising campaigns aimed at this audience. He emphasized that although it has a predominantly male audience, such a jump is an important signal for brands that want to expand their presence in the market.
Source: Ferra
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