Caffeine’s main target audience includes young adults and teenagers as well as people interested in gaming, arts and entertainment. According to Statistica.com, Americans ages 15-19 years old spend an average of 49 minutes gaming or on the computer during weekdays and an average of 90 minutes on weekend days. Originally, gaming was predominately done by males. However, over time, the industry has attracted more female gamers. It is estimated that 49%, roughly half, of gamers are female. Another study found on statistica.com was done involving 4,000 respondents. The study showed that 21% of the gamers were under 18 years old, 40% were 18 to 35 years old. These two age groups are the primary audience for Caffeine due to the “young mindset.” These groups are more willing to spend their time and money industries such as gaming, entertainment and sports. The study also showed that 18% of gamers were 36 to 49 years old. Surprisingly, 21% of gamers were 50 years old or older. However, the two older groups of gamers were found to spend much less time gaming. Ben Keighran, the founder of Caffeine TV, spoke on the industries lead competitor, Twitch. “That’s why you hear them trying to do an NBA deal, or a Thursday Night Football deal. But all the top content is hardcore gamers. Not even entertainment gamers, but like hardcore gamers,” he said. This statement confirms that a huge portion of their target audience is gamers. Keighran also talked about their newest partnership with Offset. Offset is known as a rapper in the group Migos and has a huge social media presence and influence. He also considers himself a gamer. Caffeine has utilized this partnership to tie together gaming, sports and entertainment. Offset’s social media influence will benefit caffeine because a huge portion of caffeine users come from word of mouth on social media. Offset’s influence on the younger generation due to his role in society will help attract more of their target audience toward caffeine.tv. It is certain that the audience they’re looking to attract are primarily American teens and young adults. In order to take caffeine to the next level, it will be important to incorporate other strategies or partnerships that will attract more people from other locations around the world.
Watch this video featuring Offset as he talks about Caffeine TV!
That’s why you hear them trying to do an NBA deal, or a Thursday Night Football deal. But all the top content is hardcore gamers. Not even entertainment gamers, but like hardcore gamers.
Ben Keighran via theverge.com
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