TV shows and movies once dominated Saturday night family time, but new research has found a major shift towards video games, revealing a significant cultural change for household entertainment.
A study by Livewire, which surveyed 2,100 parents across the U.S., U.K., and Australia, discovered that 74% of families reported regular gaming sessions together. Gaming “prime time” typically occurs between 5pm and 10pm, especially on Saturdays, and the activity has reduced traditional TV viewing by 40% among co-playing families. Moreover, 74% of parents who play video games with their kids will do it two to three times a week.
Parents opt for gaming over other media for a huge reason: interactive play holds their youngsters’ focus. TV and movies now regularly compete with second screens like smartphones and tablets, but Livewire’s study found that 83% of parents observed no such distractions during gaming sessions.
As for game choices, Minecraft dominates all age groups, while Roblox and Mario Kart also find themselves in all top fives. As children get older, Fortnite and Call of Duty begin to climb the rankings; for 15 to 17-year-olds, Fortnite ties Minecraft.
Families use a broad range of platforms to game with, too. Consoles lead the way and are the go-to tech for 66% of households. This is followed by mobile (48%), tablet (38%), and handheld devices (33%). Laptops (31%) and PCs (28%) are further down the list, ahead of only VR headsets (15%).
Beyond entertainment, 70% of parents believe gaming has positively influenced their children, helping them to build social and cognitive skills like strategic thinking, teamwork, and emotional resilience. Parents benefit, too; 82% see the activity as a stress reliever, while 83% use it to teach their children about online safety.
The poll also delved into the business ramifications of how this undivided attention presents a great opportunity for brand engagement. According to the report, 96% of parents are open to in-game branding, so long as it aligns with their values and enhances the gaming experience.
“As a modern-day father of younger kids, I know from experience the landscape has evolved,” said Tom Simpson, CEO of Livewire. “There has been a clear shift in family priorities, where playing games together is favored over traditional forms of entertainment like watching television. Globally, the new Saturday night prime-time is Saturday night game-time.”
