Even as eSports takes its place on network TV, the original home of competitive gaming content is, and always will be, online. Outlets like Twitch, Azubu, Hitbox provide freely available, live broadcast and viewing experiences for a wide array of video game related content. They provide the infrastructure and, most importantly, the community framework that is the bedrock for the current generation of live eSports entertainment. As a result, these platforms are home to, not only professional eSports tournaments, but also a diverse array of user-generated content that attracts millions of viewers across the world.
Live Streamed Events at the Forefront
Live broadcasts of professional eSports events (tournaments, matchups, etc.) comprise a significant chunk of viewing traffic for video game streaming platforms. These live streams offer a free and easy to use viewing experience for fans across the globe. Viewers aren’t even forced to sign-up and authenticate. The only requirements are internet access and a browser/mobile application. As a result, large tournaments can result in impressive traffic for the channels over which they’re streamed.
For example, one of the world’s top eSport titles, Counter Strike: Global Offensive, held a major event in Cologne, Germany on August 22nd and 23rd 2015. In addition to the 11,000+ in-person spectators present on both days; over 27 million unique viewers watched the tournament on Twitch for almost 34 million hours and at its peak the event was watched online by over 1.3 million concurrent viewers. These figures demonstrate the gravitational pull that major eSports events have for the platforms that stream their gameplay. The emergence of an even more vibrant ecosystem of tournaments will only nudge this trend further upwards.
Streaming Personalities as Influencers
When describing the eSports market, the sizeable viewership figures for large eSports tournaments have been well-publicized. However, watching professional matches online is not the lone element of the eSports streaming experience. In actuality, individual streamers constitute the long tail of streamed content. Leading this group, are professional eSports players (both current and former) who parlay a combination of skill, personality and entertaining formats into significant online followings.
According to leading viewership data provider Gamoloco, the top 5 individual streams in belonging to eSports personalities were viewed a combined 13.6 million hours in September 2015. The fact that these 5 streaming channels were only “on-air” for approximately 710 total hours, further speaks to the draw of live user generated content within the eSports community. These individual streams feature unscripted, highly interactive formats, centered around video gameplay, which create the brand of authentic, entertainment experiences characteristic of eSports today.
For instance, streamers often reply directly to messages sent to the group chat by viewers. This creates a feedback loop, whereby the viewing audience is drawn out of silent spectator mode into active participation. Furthermore, there is a growing set of tools that allow customization of the stream towards even more interactivity; where digital items like overlays and graphics can be added, in real-time, without prior programming knowledge. In turn, viewers get unfiltered access and connection to eSports pros, a notion entirely unparalleled in traditional sports.
Challenges and Opportunities
The current view of eSports streaming outlets is conditioned by the understanding of how television works. Unfortunately this is an erroneous equivalence. For starters, the barriers of entry for live streaming are essentially zero. Meaning there is no industry surrounding the production, programming or distribution of live streaming content. Streamers are not beholden to scheduled time slots, strict content standards or even direct oversight. The notable exception has been a crackdown on the play of copyrighted music during live streams.
eSports live streaming is structured to connect content creators (streamers) with an audience, in a no frills fashion. Despite the .tv domain name moniker associated with various eSports streaming outlets, this is not an online version of television. Instead, streaming platforms must be viewed as switchboards for eSports content. In essence, they are hubs which route content across different channels through which audiences can easily access, view and engage. So while certain artifacts, e.g. live advertisements, resemble those in television, the general comparison falls short.
The core value of live eSports streaming is found in its role as a vehicle for widespread engagement for fan communities. eSports streaming is an integrated, bi-directional experience for both content creators and viewers. On the other hand, television is designed in one direction; where content is broadcasted to an idle viewing audience with no means of interactivity. The latter is driven by centralized control mechanisms; where the former is a model for global distribution.
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Alex Fletcher is founder & president at eSports Group, where he helps customers meet their eSports advisory & consulting needs. When Alex isn’t glued to a screen, he spends time with his wife, their two dogs, and pretends to learn Polish. Feel free to stalk him on Twitter – @FletchUnleashed