The global esports fan base is as complex and diverse as traditional sports. Nielsen’s recently established esports business vertical combines the expertise of the sports and gaming segments for an in-depth study – the first of its kind – into the behavior of esports fans that impacts growth and brand investment in the sector.

This survey of esports fans in the US, UK, France and Germany provides an in-depth look at the esports audience. How does one become a fan of e-sports? How often are fans involved with e-sports? What media do esports fans use? What do they think of traditional sports? What is their attitude to sponsorship and brand engagement in esports?