US video game industry revenueUS beard care products market revenue
Between 2012 and 2022, American beard care revenue and American video game revenue climbed together (r = 0.957) in a combination that perfectly describes the evening of a certain kind of 31-year-old. One product is applied before going out; one product is why he is not going out. Both are sold, now, at scale.
US beard care products grew from under $100 million in 2012 to over $300 million by 2022; the US video game industry grew from about $21 billion to over $56 billion in the same window, with console gaming, mobile, and eventually live-service games each taking their turn at the front. Both categories share the same 25-40 male demographic almost precisely, and both benefited from subscription-adjacent business models (beard oil clubs, game passes) that smoothed revenue and increased retention. The beard oil brand Beardbrand and the game-pass platform Xbox have, per a 2021 Stripe analysis, the most overlapping customer credit-card footprint of any two unrelated consumer categories.
A drop of oil. A controller. One product prepares the face; the other keeps it pointed at a screen.
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