U.S. Esports Audience Hits 35 Million in 2026 as Brand Partners Shift to Long-Term Deals
U.S. esports viewership is projected to reach 35 million in 2026, with brand partners increasingly moving away from one-off activations toward long-term creator deals that include merchandise lines and co-developed gaming products. Twitch and YouTube Gaming remain the dominant platforms, though TikTok is gaining ground with short-form gaming content.
THE BREAKDOWN
The shift to long-term gaming creator partnerships is a rate negotiation opportunity. If you're repping gaming talent, pitch multi-quarter retainers rather than per-post deals — brands are signaling appetite for stability, and retainers command 20-30% premium over equivalent per-post rates. Lock in now before the market fully prices this in.
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