New study says Aussies more likely to have played games in 2024 than attend cinema or live music

A new study conducted by YouGov and commissioned by Xbox has found that Aussies are more likely to have played or watched games-related content than gone to the cinema or attended a live music event in 2024.

From a sample size of 1036 adults, the survey found that 60% of respondents had engaged with gaming in some way in 2024, compared to 50% for the cinema and 30% for live music. Young Australians were also much more likely to have engaged with games (78%) compared to older Australians (46%).

Gaming-related holiday purchases are also expected to be around $200 – more than double the $86 expected to be spent on cinema outings in the same period. 46% of survey participants said they play more games during the holiday period due to greater free time, with 40% also citing it as a family bonding activity. This increased to 61% in households with children.

Eve Oorloff, Games Category Lead at Xbox Australia, says “This holiday season marks a clear shift in entertainment preferences in Australia where gaming has become central to holiday activities. Over half of Aussies (54%) surveyed prioritise video games this season, with a significant 28% eagerly anticipating new releases.”

The latest International Games and Entertainment (IGEA) annual report found that Australians spent $4.4 billion on gaming purchases in 2023 – a 5% increase from the previous year. As Ron Curry, CEO of IGEA, explains, “Playing video games offers unique connectivity, often across generations, which is crucial during the holidays. The shift from cinema (which once dominated the Holiday pop culture agenda) to playing games, highlights the mainstream appeal of this entertainment medium and the value for money games can offer consumers.”

In contrast, Australia’s cinema yearly box office has struggled to recover after the COVID-19 pandemic. While the current total box office for 2024, $525 million AUD, has already passed the 2023 total of $471 million AUD per Box Office Mojo, it is still well behind the pre-COVID 2019 total of $782 million AUD. Earlier this year executive director of the peak body for cinema operators, Cinema Association Australasia, expressed hope that recovery was still on track but also called for more governmental support of the sector. The ABC quoted him as saying “We allocate an enormous amount of government funding to Australian films to be made, but necessarily to make sure they’re seen”.

Comparatively, the Australian live music scene has had a difficult year. Despite massive concerts such as Taylor Swift’s Eras Tour in February, major festivals like Groovin’ the Moo and Splendour in the Grass have been cancelled over low ticket sales. The years since COVID-19 have seen the closure of 25%, or 1,300, of Australia’s live music venues. The ongoing cost of living crisis has also seen people younger than 60 spending less in 2024 compared to 2023, leading to a decline in sales. A federal government inquiry from March of this year is currently investigating ways to revitalise Australia’s live music industry.

DadLAN, a charity dedicated to fostering connections among men and fathers in their local communities, operates a curated, online community catering to the needs of men and fathers as well as running regular, local events with guided activities focusing on improving social connections, establishing trust, and improving mental health outcomes. Understandably, they see gaming as a strong connection point for families.

“Gaming’s inclusive nature has transformed it into a powerful tool for mental wellness, family bonding, and broader social connection, offering everyone—from seasoned players to novices—a chance to unwind and connect. As 61% of families with children could discover during the holidays, gaming isn’t just about entertainment; it can be a bridge that strengthens relationships and builds communities through shared challenges and joyful moments. Gaming strengthens bonds beyond the screen for everyone, creating social spaces and interactions essential for well-being,” David Pirogov, Co-Founder and Director of DadLAN, comments.

Regardless of what you plan on spending time on this holiday season, this survey suggests that videogames are well established as a routine part of Aussie’s leisure and social time.