Digital entertainment options have expanded rapidly, shifting the contest for user attention across multiple screens and platforms. While video games remain a popular pastime, recent data suggests that more users are turning toward other digital pursuits. With streaming services, social apps, and interactive technologies all vying for engagement, the challenge for the gaming industry has become retaining its audience, not just growing it. These shifts in behavior point to broader changes in how people allocate both their time and resources online.
Earlier studies and reports from industry analysts highlighted consistent growth for gaming, especially during periods of global lockdown. Game publishers experienced unprecedented surges in player numbers during 2020 and anticipated continued momentum post-pandemic. More recent assessments, however, reveal a plateau and even a decline in mature markets, challenging earlier optimism. These findings suggest that the pandemic boost was temporary, and more nuanced factors now influence the industry’s trajectory, including a growing variety of digital distractions and evolving user preferences.
Which countries are seeing fewer gamers?
In mature markets such as the United States, South Korea, Canada, Italy, and the United Kingdom, the number of people identifying as regular gamers has declined noticeably compared to pre-2020 figures. Surveys and data from organizations like Circana and the Bureau of Labor Statistics indicate losses ranging from about 2.5 to 15 percentage points in some areas. For instance, Canada lost nearly one in six adult players from 2018 to 2022. The United Kingdom, while initially gaining a higher gamer percentage during the pandemic, subsequently lost a significant portion of that increase.
Are any regions defying the global decline?
Not all markets are shrinking. France and Germany have maintained or slightly increased their levels of gaming participation, with Japan showing an 11% rise in regular players since 2019. However, even in these exceptions, the combined spending on PC and console games has stagnated or decreased, indicating that increased player counts have not translated into higher revenue. Growth in these markets is mostly attributed to demographic shifts rather than increased engagement from existing players.
What is drawing attention away from video games?
Data show that time spent on alternative digital platforms has surged in the past few years. TikTok now accounts for over 50 million more hours watched in the U.S. than in 2020, while consumer spending on OnlyFans has also more than doubled in that period. The popularity of AI-powered apps, prediction markets, and online betting has risen significantly, especially among men aged 18–35, who are also among the most active gamers. These emerging platforms deploy frequent notifications and other mechanisms to continually compete for user attention.
Matthew Ball, the industry analyst behind these insights, points out that the gaming sector faces increasing pressure as its player base contracts:
“Growth can only come from greater monetization of (ever fewer) remaining players.”
He also reflects on the competitive landscape for attention, stating,
“We’re assailed on all sides by an economy working to dominate our attention before games get the chance.”
As a result, some titles may struggle to sustain their audiences, and long-term participation could decline further if these trends continue.
Market data suggests that while gaming was once considered a default digital pastime, its dominance has become less certain in the face of rapid technological and cultural change. For readers, this highlights the importance of understanding how digital habits are shifting. Consumers can expect continued competition for their attention not only from games but from a broad spectrum of platforms and experiences. As entertainment choices diversify, the relationship between digital content creators and their audiences grows more complex, possibly influencing the future strategies of publishers and developers seeking to maintain their share of engagement.
