Newzoo unleashed it latest report on the habits of eSports fans, with the research firm finding that 76% of eSports enthusiasts have altered their viewing habits in the space at the expense of traditional sports. In fact, according to the report, among US male millennials (age 21 to 35), eSports now ranks on par with baseball or hockey with 22% of the demographic tuning in. In fact, the report notes that there were six million eSports fans in the US that do not watch baseball, hockey, basketball, or American football at all.

“The huge interest in eSports from sports celebrities, clubs, media companies, and brands alike illustrate how games are leading the media and entertainment business towards a new future that has more in common with games than not,” said Pieter van de Heuvel, Head of Esports at Newzoo. “Games bring innovation in tech and consumer business models, and have a unique ability to engage with and actively involve the younger generations. Traditional and digital media and sports companies bring experience in providing advertisers with an effective communication platform. There clearly is a natural, strategic and commercial fit.”

The report also lays out the consumer habits of the native eSports enthusiast, finds three reasons that brands should want to get involved in the space. The research shows reasons that include “reaching the unreachables,” “games have become a global spectator sport,” and that eSports are a multi-billion-dollar business in the making.” Click here for more details.