Gaming content isn’t niche at all on YouTube. “Gaming has woven its way into all areas of pop culture — sports, music, television, and more,” says Google in their latest report on the matter.

“Gaming content on YouTube is some of the stickiest. More than 20 of the top 100 YouTube channels with the most subscribers worldwide are gaming related,” the report goes on to say, pointing out that the most subscribed YouTuber is in fact the most ubiquitous gamer of all, Pewdiepie.

Of top gaming channels on the platform, 3 of them focus almost exclusively on one game: Minecraft. Minecraft is so big on YouTube, that it is actually the 2nd most-searched term on the video platform. It is second only to “music.” That’s pretty big.

With such a wide audience, consumers who are viewing this content don’t necessarily identify with the “gamer” title. According to a Google Consumer Survey, on 37 percent of users who watch gaming content would call themselves gamers and cite “reactions” and “commentary” as the appealing aspects of walkthrough videos.