The Izvestia publication, citing research data from the analytical center Association for the Development of Interactive Advertising (ARID), reported an increase in the proportion of women among eSports fans in Russia.
Image source: Atlus
According to ARIR, approximately a third of Russians (28.9%) are interested in eSports competitions and, contrary to popular belief, a significant part of them are women.
According to the results of the ARIR study, in 2024 the share of women among eSports fans in Russia reached 38.1% (that is, men still account for 61.9%), while back in 2021 it was only 20%.
Executive Director for Digital Communications of the PHD media agency Maria Litoshina believes that such a multiple growth “gives reason for thought to advertisers whose main audience is women”.
Most respondents prefer mobile games (image source: Forbes)
The most popular format among eSports fans is tournament broadcasts—52.6% of respondents watch them. Next come news and articles (31.1%), analysis and analysis of matches (30.3%), as well as streamer content (29.3%).
The target audience of e-sports is men and women aged 20–44 years (76.1%) with an income of up to 50 thousand rubles per month per family member, but the core consists of men aged 25–34 years.
According to the director of the Gaming Industry Association, Vladimir Prokuronov, “the positive dynamics once again prove that gaming and e-sports are not a subculture, but a part of the life of a large number of citizens of the country”.
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