Nearly three-fourths of Gen Zers will play digital games by 2027

Key stat: Almost three-fourths (74.8%) of Gen Zers will be digital game players by 2027, according to our December 2024 forecast.

Beyond the chart:

• We forecast 57.2% of the US population will be digital game players this year.
• Total US game ad revenues will grow 7.7% this year to reach $8.76 billion, according to our November 2024 forecast.

Use this chart: Marketers can use this to understand the game-playing audiences and tailor messaging to these specific demographics. As marketers plan campaigns around notable upcoming releases like Grand Theft Auto 6 or continuing live-service games like Fortnite, they can target Gen Z and millennials.

Related EMARKETER reports:

• US Gamers by Generation 2025 (EMARKETER subscription required)
• In-Game Ad Spending Benchmarks: Q4 2024 (EMARKETER subscription required)

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major gaming sites; historical trends; internet and mobile adoption trends; and demographic adoption trends.