It was once said that we had an obsessive video dependency, that is, we were able to spend hours and hours in front of the television without getting away (and you want to watch Holly and Benji, Zodiac Knights, Ken Warrior, Simpsons or Dragonball?).

Times change, Panta Rei, the naked aunt is dancing and even the dependencies are updated.

In fact according to a report by Superdata it was calculated that the audience for gaming content in the 2016 has reached the remarkable figure of 665 million of people, destroying any other media.

Just to realize the extent of the numbers we are talking about, the number of people watching other people playing video games is greater than Netflix, HBO, Hulu e ESPN summed up among them.

For now, according to the report, Youtube still holds bosses in this ranking with 517 million of spectators, while Twitch follows with "only" 185 (virtually one third). Always to make a comparison HBO records 134 million of subscribers.

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The report also adds that at present, these numbers are completely ignored by most major brands, remaining faithful to their television marketing system, of course only at their own expense, given the audience they could achieve by pushing more on these new channels (although something starts to be seen, especially on Youtube).

Since those of Superdata they love to make comparisons, they calculated that the earnings derived from the GVC (Gaming Video Content) should amount to approx 4,6 billion dollars, by far exceeding the earnings generated by Bundesliga (3,5 billion) and the Liga spagnola (3,2 billion).

Entering more detail in the report, it seems that 56% of viewers spend their time playing video games that already play (hence tutorial or walktrough), 60% for purely entertainment purposes, and 76% to inquire about outbound titles (and this makes it understand the importance of a product placement by Youtube o Twitch for a new game).

Numbers well known to publishers, which in fact push a lot on these platforms, unlike the big companies outside the world of video games that are losing their grip on the next generation of consumers, since it is clear that many people now prefer to spend the evening at look GVC rather than a show on TV.

Considering that the trend has been rising in recent years (although the numbers, as they normally are, will grow more slowly), it seems crazy that the various clusters in the marketing sector of these big companies seem to ignore these flashy data.

Certainly we are not at the top competing levels (Champions League, remaining in the world of football, but just think about the money that spins on Superbowl or in the championship NBA).

But a question that has long hindered me on the subject is the following: what is the real economic return of those who invest in advertising in these new media? How much the work of a "influencer"Does it affect commercial data of the product marketed?

Most likely, or at least, the only explanation I have been able to give to the moment, big companies still prefer old distribution channels because the percentage of advertising returns is even greater now and therefore, even in the face of lesser visibility of the product, the response in terms of purchases by users is more effective, as most of these over 600 million viewers are people who probably do not currently have a fixed job (indeed, many will not even be in working age if we think of the mass of minors watching millions of videos of Minecraft) or, of course, they do not have enough remuneration to satisfy all their desires.

The problem is that if they do not come up with new funds to grind the mechanism, the same system set up by Youtube, Twitch and other platforms, it is likely to lose strength and time to collapse (as demonstrated by the fact that starting 2017 Youtube it does not allow to monetize unless you reach at least the 10 mila views on a channel, putting a first bunch to many aspiring new phenomena on the web).

Moreover, market saturation must also be considered; in fact if a time to make videos and get followers was easier since there were not many in this area, today there is a real annoyance in showing on the web in any way to do the bang, with exaggerating cases such as well sadly famous "Andonian salute"Or so many others like him, who are then called to do so GVC only by the echo of their name in the general public, albeit outside the industry, unfortunately by lowering the average quality of the products that can be found on the net (perhaps this may have influenced the choice of large companies to remain at the margins of this market).

So much better diffusion or better quality?

Having both is difficult, because creating a good product takes time, desire, ability and even an original idea. Rarely these features gather, but the truth that most aspiring creators of GVC they try to copy already-seen formats and without the necessary expertise to keep quality high (and sometimes lacking in skill-play, as in many streamers).

From this point of view, the evolution and dissemination of the eSports which in time could give birth to world-class events that are capable of attracting these big brands that at this time still do not seem to be convinced that they want to invest in this market (just think of sports companies that engage gamers under their brand to not stay out of this trend).

Will the video game player be the craft of the future?