Key stat: Social media (27%) and streaming video (25%) have the highest percentage of time spent on gaming-related content, per May 2025 data from Bain & Company.

Beyond the chart:

Video games are the top media category that US children and teens discuss with friends “all the time” (36%), according to December 2024 data from National Research Group and Young Storytellers.
51% of teens have played Roblox in the past month, up from 26% in 2021, according to a July GWI report.

Use this chart: Marketers can use this chart to approach gaming as a social and cross-channel category by thinking beyond in-game ads when reaching these consumers.

Related EMARKETER reports:

Infopack: Video Games 2025 (EMARKETER subscription required)
US Teen Digital Habits 2025 (EMARKETER subscription required)

Methodology: Data is from the August 2025 Bain & Company "Gaming Report 2025." 5,243 respondents worldwide ages 2+ were surveyed during May 2025. The survey was conducted in Brazil, Indonesia, Japan, the UK, United Arab Emirates, and the US.

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