In a cultural shift reshaping family entertainment, gaming has overtaken traditional TV as the centerpiece of Saturday night bonding. New research from Livewire revealed that families are trading movie marathons for interactive play. A study of 2,100 parents across the US, UK, and Australia found that 74% of families now play video games together regularly, with peak gaming hours between 5 p.m. and 10 p.m., especially on Saturdays.
Unlike passive TV viewing, gaming provides a space for active engagement, with family members collaborating, competing, and connecting. This change reflects evolving family priorities, as Tom Simpson, CEO of Livewire, noted: “There has been a clear shift in family priorities, where playing games together is favored over traditional forms of entertainment like watching television. Globally, the new Saturday night prime-time is Saturday night game-time.”
An essential insight from the research highlighted how gaming captures undivided family attention. While traditional TV watching is often accompanied by second screens, 83% of parents reported no second-screen distractions during family gaming sessions. In contrast, passive TV viewing sees much higher distraction rates, according to a 2024 Pew Research study. This shift to focused engagement has also created opportunities for brands. 96% of parents welcome in-game branding that aligns with family values, transforming platforms like Fortnite, Roblox, and Minecraft into new spaces for marketing activations.
Gaming is not only entertaining but also educational. 70% of parents believe gaming positively impacts their children’s social and cognitive skills. From fostering strategic thinking to enhancing emotional resilience, gaming has become a tool for development. As a result, it has cut traditional TV viewing time by 40% among families who play together, underscoring the broader implications of this shift.
With its ability to unite generations, foster essential skills, and provide an engaging space for connection, Saturday night game-time is transforming how families bond in the digital era.
