- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Gaming Report
Gaming has gone from pastime to identity for young consumers. Nearly every Gen Z and Millennial plays video games, most started around 10-years-old, and the majority now claim “gamer” as part of who they are. Phones win on reach, but consoles command just as much time, and while free-to-play is the top way young people access games, about half are still spending on subscriptions, in-game purchases, and gear every month. Open-world and sandbox games have seen the biggest growth of any genre since 2020, fueled by user-generated worlds and the freedom to build, customize, and play with friends. And increasingly, young players aren’t just playing—over half of teens have built game worlds with friends, and roughly four in 10 say they want to be a game creator, developer, or professional streamer.
In YPulse’s 2026 Gaming Report, we dive into how young consumers play, spend, and identify with gaming, why open-world and user-generated experiences are taking over, how brands can show up in virtual worlds, and more.
Download the full report for further insights
- How phone, console, and PC stack up for reach versus time spent playing—and why mobile is the gateway but consoles command just as many hours
- Why open-world / sandbox games and user-generated content are now at the center of gaming culture
- How young consumers are turning gaming from a hobby into a creative outlet, an identity, and a career path—and what that means for brands in virtual spaces
Report length: 24 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded March 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in March 2026
Additional survey content for Pro users:
The full list of game genres young consumers play, how they access the games they play, the full list of reasons they play user-generated worlds, how often they participate in gaming culture (from following gamers and game brands on social to buying merch), how much they’re spending each month on game-related purchases, parents’ views on their children’s gaming habits, and more.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, Parent, Household Income, and Political Leanings.
Recent years' reports on this topic
- 2025Gaming Report
- 2024Gaming Report
- 2023Gaming Report
- 2022Gaming Report
- 2021Gaming Report
- 2020Gaming Report