Gaming is coming to streaming, but will viewers press play?
This new report, based on a survey of 1,100 U.S. members of the public and 46 media, streaming, and tech executives, explores gaming’s role in the streaming future and what could stall the next level.
Key Insights:
🧩 Value? Still Up for Debate: Only 33.5% say games make streaming a significantly better deal. Nearly as many want them kept separate.
📺 Open to TV Gaming: 64.7% would try gaming on their TV but clunky access risks killing curiosity.
⚡ Demand First: 45.7% of execs say user appetite will drive gaming integration, not internal ambition. If Netflix proves it works, others may follow fast.
🖥️ CTV’s Role? Split: 37% see CTVs enabling integration, but nearly as many think they’ll remain behind-the-scenes infrastructure.
And that’s just the start – the full report is packed with more insights on monetization models, viewer behavior, IP strategy, and what it’ll take to level up.
)