The deal will likely drive attention to YouTube Gaming, helping it improve its positioning in the fight for video game live-streaming viewership.
YouTube's investment in exclusive esports content could enable it to position esports as a premium opportunity for marketers, analogous to traditional sports. The ability to attract live audiences at greater scale on esports content should help YouTube Gaming attract marketer attention more easily, including from brands that haven't yet waded into the fast-growing space: In the US alone, the esports audience is set to reach 46.2 million by 2023, up from 34.8 million in 2020,
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