Shifting Viewership Patterns Mark VCT Americas Kickoff 2025
The VCT Americas Kickoff 2025 has revealed significant changes in viewership patterns compared to previous years, with South American audiences emerging as the dominant force while North American engagement shows signs of decline.
Recent matches spanning days five through nine, which included lower bracket rounds and upper bracket semifinals, have consistently drawn smaller audiences than their 2024 counterparts. A particularly telling example was the highly anticipated clash between Sentinels and LOUD, which peaked at under 450,000 concurrent viewers – a sharp decline from similar matchups in 2024 that approached 600,000 viewers.
South American Dominance
The most striking development has been the increasing prominence of South American viewership. During days 5-9, the three most-watched matches all featured South American teams. While LOUD traditionally commands the largest Brazilian following, an unexpected viewership surge came during the MIBR versus Leviatán match. This spike can be attributed to MIBR’s strategic acquisition of Brazilian star Erick “aspas” Santos, which has energized their domestic fan base. The match also saw unprecedented engagement from Spanish-speaking viewers, reaching 82,000 peak viewers.
Platform Shifts and Co-Streaming Evolution
The streaming landscape has undergone notable changes, with YouTube gaining significant ground on Twitch. This shift has been driven by Brazilian influencers adopting multi-platform streaming strategies. However, the North American co-streaming scene shows signs of cooling. Despite Tyson “TenZ” Ngo’s entry into co-streaming following his competitive retirement, his peak viewership numbers matched rather than exceeded those of established co-streamers from the previous year. Even Tarik Celik, a cornerstone of North American Valorant co-streaming, has experienced declining viewership.
In contrast, the Brazilian co-streaming ecosystem continues to thrive, with personalities like TcK10, Gustavo “Sacy” Rossi, and Victor “LOUD_Coringa” Augusto maintaining strong Portuguese-language viewership. The Spanish-speaking audience has found its voice through Óscar “mixwell” Cañellas, who has emerged as the leading Spanish-language co-streamer.
Looking Ahead
The tournament’s final stages present interesting viewership prospects. The upper bracket final features a North American showdown between Sentinels and G2 Esports, while MIBR faces KRÜ Esports in the lower bracket semifinal. With LOUD’s unexpected elimination by KRÜ Esports, Brazilian viewership may see a decline in the tournament’s closing matches. However, the North American derby offers an opportunity for the region’s viewership to reassert itself.
While Sentinels remain one of the most popular teams in VCT Americas, their core English-speaking audience appears to be gradually diminishing. This trend, combined with the departure of key players like Sacy and TenZ, suggests a broader shift in the competitive Valorant landscape where South American teams, particularly from Brazil, increasingly drive viewership numbers.
