The expansive gaming world continues to grow in 2025, with studios more invested than ever in global gaming IP franchises and opportunities to reach consumers via new consoles (Nintendo Switch 2) and platforms (e.g. Netflix mobile games). Franchises like Super Mario Bros and Minecraft are two of the industry’s biggest recent movie blockbusters, and properties like The Last of Us and Fallout have broadened their fan bases with successful TV series. While more than a third of Gen Z’s entertainment screen time is spent gaming, the growth of gaming among older consumers and women continues to redefine the gamer profile.
2025’s Gaming 360 study will continue to explore how gaming platforms and behaviors are changing, with data trends reaching back to Hub’s first wave of this study in 2019. This study will reveal opportunities for both studios and advertisers, as gaming continues to impact consumer leisure time.
Source: Interviews with 2,549 U.S. consumers 16-74
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