Television screens and videos once dominated family time on Saturday nights, but new studies have revealed a major shift toward video games, revealing a significant cultural shift for family entertainment.
A Livewire study of 2,100 parents in the US, UK, and Australia found that 74% of families reported regular cross-play. Primetime games take place between five p. m. and 10 p. m. , specifically on Saturdays, and this activity has reduced classic television consumption by 40% among families who play together. Additionally, 74% of parents who play video games with their children will do so two or three times a week.
Parents prefer games over other media for one fundamental reason: interactive play focuses their children’s attention. TV and video now compete with momentary screens like smartphones and tablets, but Livewire’s study found that 83% of parents didn’t notice such distractions during gaming sessions.
When it comes to gaming options, Minecraft dominates all age groups, while Roblox and Mario Kart also finish in the top five. As kids get older, Fortnite and Call of Duty start to climb the rankings; For young people between 15 and 17 years old, Fortnite ties with Minecraft.
Families also use a wide variety of platforms to play. Consoles lead the market and are the generation of choice for 66% of households. This is followed by mobile devices (48%), tablets (38%) and wearable devices (33%). Laptops (31%) and PCs (28%) are at the bottom of the list, ahead of virtual reality headsets (15%).
Beyond entertainment, 70% of parents who play games have had a positive influence on their children, helping them develop social and cognitive skills such as strategic thinking, teamwork, and emotional resilience. Parents get benefits too; 82% see this activity as a way to reduce stress, while 83% use it to teach their children about online safety.
The survey also looked at the business implications of how this undivided is a wonderful opportunity for logo interaction. According to the report, 96% of parents are open to using logos in play, as long as it aligns with their values and complements the gaming experience. .
“As a modern parent of young children, I know from experience that the landscape has evolved,” said Tom Simpson, CEO of Livewire. “There has been a clear shift in the priorities of the family, where the combination of gambling is privileged over classic entertainment bureaucracy such as watching television. Globally, the new Saturday night prime time is Saturday night.
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