The revolution of the main screen: The profile of the Mexican gamer as a multi-screen consumer
Video gamers in Mexico spend over 145 million hours monthly in front of their Samsung Smart TVs consuming video games and television. This behavior shows that the profile of this audience has matured, consolidating as a key demographic group for the marketing and consumption ecosystem of brands.
Demographics and frequency: Demystifying the gamer
The study, based on a sample of 10.7 million active Samsung Smart TVs in Mexico (with an average of 3.2 people per TV), details that 12% have a connected console, opening a potential universe of over 4.1 million gamer consumers.
Contrary to the popular belief of a predominantly teenage audience, the Mexican market concentrates on profiles with purchasing power:
- Age segmentation: 45% of gamers are between 35 and 44 years old (Millennials), while 27% are between 18 and 24 years old (Gen Z).
- Gender and interaction level: The audience is divided into 66% men and 34% women. However, Mexican female gamers show a higher operational intensity, accessing their consoles 12% more times than men.
- Usage habits: While an average gamer turns on their device about 35 times a month, the so-called Heavy Gamers do so up to 83 times. During the weekend (from Friday to Sunday), sessions for this high-intensity group rise to ranges of between four and eight hours of daily gameplay.
The convergence of screens and the reign of advertising
The Smart TV stands as the hub of the player's ecosystem at home (chosen by the 84% as their preferred device for gaming). However, this experience no longer occurs in isolation: 39.6% use their mobile phone simultaneously while gaming. This dynamic directly influences advertising conversion, with 58% of gamers conducting online product searches while watching television or gaming.
The distribution of content consumed on the Smart TVs of this audience leans heavily towards digital channels, consisting of 90% streaming and 10% linear television. Within the universe of streaming, AVOD (Advertising Video on Demand) platforms concentrate 92% of the time they dedicate to watching movies or listening to music.
Additionally, the video game consumer shows high commercial loyalty: 74% claim to be loyal to brands they like, especially those that manage to embed themselves into their entertainment universe in a relevant and organic way.
From the perspective of next+, the Samsung Ads report shatters the old myth of the lonely and niche player, revealing instead a massive audience that is highly qualified and characterized by multi-screen navigation. What we observe is that gaming no longer competes with television; it has merged into the same routine where video games and advertising-supported video on demand coexist on the main screen of the home. For brands, the key is no longer to attempt to place invasive ads within gaming software, but to capitalize on the attention peaks of this audience through contextualized strategies that connect the Smart TV with the searches they conduct in parallel on their mobile devices.
