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The global esports fan base is as complex and nuanced as long-established traditional sports. The recently-formed Nielsen Esports business vertical combined the expertise from our sports and games sectors to produce the first-of-its-kind, in-depth study into esports fan behaviors that will impact the growth and brand investments in the industry.

This study of esports fans in the U.S., U.K., France and Germany provides a deep dive into the esports audience. How do people become esports fans? How often do fans engage with esports? What media esports fans consume? How do they view traditional sports? What their attitudes toward sponsorship and brand involvement in esports?