Cloud gaming’s growing demand and market opportunity: consumer survey

08 January 2024 | Research

Martin Scott | George Meyerowitz

Survey report | PPTX and PDF (8 slides); Excel | Video, Gaming and Entertainment

"We expect cloud gaming momentum to accelerate with the expected mid-cycle refresh of the Xbox console, projected to be available by Christmas 2024."


Cloud gaming will soon move beyond ‘early adoption’ and into the mainstream. Subscription gaming is increasingly popular and cloud gaming is a crucial part of this trend. Our survey shows that cloud gamers are much more likely to intend to churn than non-gamers, but they also pay more for their connectivity.

Topics analysed

  • The profile and demographic make-up of current users of cloud gaming services and the likely profile of the next generation of cloud gamers
  • A discussion of the largest providers of cloud gaming providers such as Sony, Microsoft and NVIDIA
  • How the consumption and payment of gaming services is changing and how that affects the prospects for cloud gaming and for telecoms operators’ relationship with cloud gaming
  • How cloud gaming affects consumers’ perception of their telecoms service

Survey data coverage

The survey was conducted in association with Dynata between July and August 2023. The survey groups were chosen to be representative of the internet-using population in selected countries around the world. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country.

Geographical coverage

  • Western Europe (WE): France, Germany, Ireland, Italy, Norway, Spain, Sweden and the UK
  • Central and Eastern Europe (CEE): Poland and Turkey
  • North America (NA): Canada and the USA
  • Developed Asia–Pacific (DVAP): Australia and New Zealand
  • Emerging Asia–Pacific (EMAP): Malaysia
  • Middle East and North Africa (MENA): Kuwait, Oman, Saudi Arabia and the UAE
  • Sub-Saharan Africa (SSA): South Africa


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