The UK hasn't always had the most success when it comes to esports, but it seems as if that might be changing, at least in terms of popularity, as the British Esports Association has revealed that esports is now the second most-watched competitive activity among boys in the UK.
Kids Insights' study of over 5,000 youths found the one in five male respondents said they regularly watch esports, meaning that it's ahead of boxing, rugby, and tennis in terms of popularity. One in five boys also expect esports to be bigger than traditional sports in the future, with one in 10 girls agreeing.
Kids Insights' lead future analyst Nick Richardson said: "The latest research in our Q1 report shows the rise of esports gathering some real momentum. And as the popularity for esports continues to grow, we are seeing brands adopt these new digital spaces by investing large sums into sponsorship and endorsements. In fact, many physical sports teams are beginning to get involved in the esports arena."
"The IOC officially recognised esports as a sport in November and this could pave the way for both physical and virtual competitions to exist alongside each other. The growing popularity of esports provides many exciting opportunities for brands who are willing to be brave and bold enough to not only understand young people's behaviours but act on them."
For more information check out the British Esports Association report here. Are you surprised with the results?