Social Media and Live Streaming platforms converging to redefine Live Gaming in India

Viewers have been an integral part of games and sports. Even card games played at homes and card rooms generally had a group of onlookers eager to discover your poker hands or rummy skills.

However, the advent of online games meant you could now play against other gamers remotely.

Playing a game of poker, for instance, through a genuine platform is safe as well as convenient. But the viewers were somewhat sidelined.

The convergence of social media and gaming is bringing viewers back to gaming. In 2023, around 38.3 billion hours were spent watching live streams of games.

This fact alone is sufficient to underline the significance of game live streaming in the overall gaming industry.

Streaming: Redefining Recreation

Live streaming of an event used to be a niche feature on our televisions and media screens. However, live streams have now completely taken over video content consumption patterns.

In the last quarter of 2023 alone, 27.7% of internet users across the world watched live-streaming videos every week.

This includes all types of videos, including political, gaming, news pieces, etc. But gaming accounts for a significant portion. After all, Twitch alone clocks more than 54 million hours of viewing every day.

It is estimated that games live streaming will be generating a revenue of nearly $13.65 billion in 2024. It is expected to maintain a CAGR of 6.17% for the next five years, reaching $18.41 billion by 2029.

By this time, the total number of users engaged in live streaming of games can exceed 1.8 billion. In the meantime, live streaming continues to churn nearly ₹10.36 in average revenue per user in 2024.

Looking Back at the Games Livestream Revolution

The introduction of online chat rooms and in-game voice chats kick-started participative gaming in the world.

A personal online game streaming experience was introduced much later in 2007 by Justin.tv. It subsequently evolved into Twitch and became a pioneer in streaming live gameplay.

The public response to this new form of gaming presentation was unprecedented. 

Within seven years, Twitch drew the attention of both Amazon and Google. Amazon eventually took over Twitch for a valuation of $970 million.

Google entered the arena later through YouTube, another popular platform for live-streaming games. Platforms like Douyu and Huya attracted live-streaming audiences in large numbers, emphasising the significance of the Chinese market in the world of gaming.

Independent esports and live streaming platforms have also achieved strong responses from Desi gamers.

Loco and Rooter, in particular, have been fan favourites in India in recent times.

According to a study, Indian gamers are now spending 25% more time on these interactive streaming and social media platforms.

While platforms are one side of the story, the popularity of live streaming is also good news for gaming content creators.

Gamers Revel in the Limelight

A Goldman Sachs report estimated that the livestream creator economy could be as high as $250 billion in value. Its projections indicate that this value could double to half a trillion in 2027. The dynamic format of interaction has brought content creators and audiences closer to each other.

The top game live stream creators have reached a different league altogether. Seated in the front row at Gucci’s Fall/Winter 2024 show in Milan was Valkyrae. She is the most-watched female live streamer on YouTube.

Another popular streamer, Kai Cenat, clocked 2.8 million hours in his 100-hour marathon stream of Elden Ring. Brazilian streamer Gaules attracted 13.3 million hours streaming the popular game Counter-Strike.

Social media platforms have furthered the monetisation opportunities for live streamers across the popularity spectrum.

Transcending to Social Media

Apart from the streaming-only platforms like Twitch, and Loco and Rooter from India, social media apps are also doubling up as game streaming platforms.

They have been quick to observe that Indians spend twice as much time on gaming than they do on passive social media platforms. Facebook and Instagram are often used by gamers to stream group competitive games, just as it is done on YouTube and Discord.

With Facebook Gaming and Instagram Live, live streaming of games has been a rewarding experience for gamers - both for socialising with their friends and followers and making new ones.

For the 14 million Twitch followers that Kai Cenat has, he also has an impressive 11.2 million Instagram followers. Similarly, Fortnite streamer Tyler Blevins has almost 30 million followers across X, TikTok and Instagram.

Converging into the Stream

Live stream platforms have been instrumental in identifying the early potential of this market segment in the early days.

Subsequently, the increasing consumer preference for live content has inspired social media to tap into its potential.

Leading gaming platforms like Pocket52 are replicating real-life poker rooms, where pro gamers impress viewers with their poker hands and skills.

As high-quality internet continues to expand to the interiors of the country, game live streaming in India continues to ascend.