Why TikTok is the top social platform for gamers and fans

TikTok: A hub for gamers and esports fans

Since TikTok's release in 2016, it has changed a number of industries besides social media. We're not just talking about music, but also video gaming and esports. Viewers of all kinds of content come to TikTok to watch videos about their favorite topics and gaming is no exception.

So how influential is TikTok on the gaming industry, exactly? To learn more about gamers' relationships with TikTok, we asked 1,000 gamers what games they've discovered and learned about while using the app and how it has enriched their gaming experience. Let's dive in.

Key takeaways

• Over 90% of gamers watch an average of 1.5 hours of gaming content per day on TikTok.
• Nearly 9 in 10 gamers have discovered a new video game thanks to TikTok.
• 93% of gamers have learned a useful tip or trick from following their favorite esports team on TikTok.
• Gamers have spent an average of $300 on downloadable content (DLC) and in-game purchases based on TikTok recommendations.

Gamers who use TikTok to view gaming-related content

First, we asked gamers how much gaming content they view on TikTok compared to other social media platforms.

TikTok is the No. 1 gaming content destination.

Over 90% of the gamers we surveyed watch a daily average of 1.5 hours of gaming content on TikTok — about as long as many feature-length films. TikTok was also the most popular platform for viewing gaming content, with 54% of respondents naming it as their top app for this purpose.

YouTube and Instagram are other popular platforms for viewing gaming-related content

Our findings indicate an opportunity for gaming marketers. Considering it's a $180 billion industry, TikTok's many gamers make up a large audience that's receptive to gaming-related products and services. YouTube and Instagram would also be good bets; they were the second and third-most popular options for viewing gaming content, according to 53% and 47% of gamers, respectively.

Twitch and Bigo Live are popular streaming platforms for viewing long-form gaming-related content

Streaming platforms Twitch and Bigo Live were less popular, with 33% and 28% of respondents using them for gaming content. Oddly enough, these platforms are geared more toward gamers than others on the list. However, they specialize in long-form streams rather than short-form content that's often more convenient and digestible for viewers.

Check out this article: Game Streaming Trends in 2022

Xbox users are more likely to find new games on TikTok

Certain gamers found TikTok more useful than others. When we asked survey respondents which consoles they prefer, we found that Xbox users have discovered 10% more games on TikTok than PlayStation users have. The latter likely stream more gaming content on YouTube, where PlayStation has more than twice the subscribers as Xbox.

A resource for gamers and marketers

TikTok's "For You" algorithm and addictive short-form content makes it an excellent place for companies to advertise new products — such as game developers looking to gain traction for upcoming releases. We found out how many gamers have discovered new and popular games through TikTok.

It's no wonder game developers have hopped on the "TikTok made me buy it" trend; TikTok has been responsible for nearly 9 in 10 gamers discovering a new video game. The company even held an event for game companies to show them how they can boost sales with TikTok this year.

Almost everyone who finds a new game on TikTok tells a friend about it

Experienced advertisers understand the value of word-of-mouth marketing and TikTok might be a great source of it for video game companies. Nearly all the gamers we surveyed (90%) said that after discovering a new game on TikTok, they encouraged their friends to play it. This organic sharing means that advertising a game on TikTok is likely well worth the cost as a game's popularity grows.

Speaking of popularity, the most popular game discovered on TikTok was Tom Clancy's Rainbow Six Siege, with 16% of gamers saying they found out about the online tactical shooting game through the app. The second and third top spots went to the free MMORPG RuneScape (16%) and the digital collectible card game, Hearthstone (15%).

Many gamers also get exposed to classic and retro games on TikTok. This trend is most true among Gen Zers, who are 20% more likely than millennials to come across these on the app. That might be due to many millennials having grown up with these older games. This finding points to a potential for reaching budding gamers with beloved games from the past.

You may find this article interesting: Video Game Reboots that Need to Happen

Most gamers discovered The Legend of Zelda: Tears of the Kingdom on TikTok

While many gamers find games on TikTok that are new to them, others flock to the app to find out about upcoming games that have yet to hit the market. The one that most gamers said they heard about through TikTok was the upcoming installation in Nintendo's Legend of Zelda series: Tears of the Kingdom. More than a quarter of gamers (26%) said that's where they heard about this sequel to the critically acclaimed The Legend of Zelda: Breath of the Wild.

Other top soon-to-be-released games discovered on TikTok were Suicide Squad: Kill the Justice League and Vampire: The Masquerade - Bloodlines 2. Almost one-quarter of gamers first learned about these games on TikTok, rounding out the top three alongside the new Zelda installment.

Esports on TikTok

Aside from learning about new games, many TikTokers use the app to keep up with their favorite esports teams. For them, gaming is more than just a hobby.

Esports teams use TikTok to grow their brand

Many esports teams and organizations have been using TikTok more recently to help grow their brands. They post both "talking head" content of their team members and gameplay footage from practice and events.

That's probably why 93% of all gamers surveyed have learned a useful tip or trick from following their favorite esports team on TikTok. This model has helped many esports gamers find algorithmic success, especially since it allows players to interact with their fans more directly than others.

The most popular esports team on TikTok was LOUD, which had garnered 8.6 million followers at the time of the study. These Brazilian esports gamers play Fortnite, Free Fire and League of Legends professionally. The second-most followed esports team was FaZe Clan, a group of influencers and gamers with 6.4 million followers. The third was Evos Esports, an Indonesia-based professional gamer organization with 4 million followers.

Gamers have spent hundreds on DLC and in-game purchases thanks to TikTok

Whether suggested by a popular gaming influencer or an ad on TikTok, gamers have shelled out quite a bit on downloadable content (DLC) and in-game purchases based on TikTok recommendations — an average of $300. DLC and in-game content often include the following for sale:

• New skins
• Game expansions
• Outfits for characters and avatar
• Special game advantages or boosts

Gaming content is just one of the seemingly infinite niches creators can fill on TikTok. The app seems to be taking a more gaming-centric direction overall, especially with the launch of the app's own HTML-5-based games expected to come this year.

The future of gaming and esports?

TikTok seems to have a strong hold on gaming and vice versa. With some users consuming so much content on the app daily, it's no surprise that many people discover new (and not-so-new) games there.

Professional gamers around the world earn millions through esports and the profession is constantly growing. Players of all ages are honing their skills, rising to an elite level, enabling them to earn a living while playing their favorite games. Gaming companies, professional gamers and esports teams can all increase their profit by engaging with followers on TikTok. You never know when something will go viral or what will resonate strongly with the community. If a game that has been around for decades, like RuneScape, can find a new audience in younger TikTokers, anything can happen.

Methodology

We surveyed 1,000 avid gamers regarding their sentiments toward TikTok's influence on gaming. The mean age of respondents was 33 years old. Among them, 60% were male and 40% were female. Respondents comprised the following generational breakdown: 23% Gen Z, 49% millennials, 18% Gen X and 10% baby boomers.

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Fair use statement

If you're a gamer who enjoyed our study, you're welcome to share it. We only ask that you link back to the findings and that your purposes are noncommercial.