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Gaming influencers are getting into podcasts.

Aug 18 2021

Gaming influencers are getting into podcasts. YPulse’s TV and entertainment data shows that 62% of young consumers listen to podcasts, and well-established esports content creators on Twitch and YouTube have been leaning into the space to connect with their fans beyond gaming. Brian “FaZe Rug” Awadis (co-owner of esports organization FaZe Clan) recently launched his first podcast All Grown Up, drawing between 500,000 to 1 million views per episode on the podcast’s YouTube channel (which boasts 420K subscribers) just weeks after launching in July. Streamer and influencer Ludwig Ahgren—one of the most-subscribed streamers on Twitch—also launched a podcast last month called The Yard, and episodes have already amassed around 150,000 to 300,000 views on YouTube. The Yard has a signed partnership with Coinbase and does “an ad read in the beginning and the middle for them,” the podcast’s co-host Nick Vercillo notes. Listeners are tuning into podcasts hosted by gamers because “their personality attracts a larger majority of people and is bringing [in] these dedicated audiences that will listen week after week,” according to Imad Khan—journalist and host of FTW with Imad Khan, and partnering with esports influencers is a top way for brands to reach young listeners who say they don’t mind listening to ads on podcasts. (Digiday)