Reports: superfan

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Fandom drivers
From fan psychology to NFT demand

Cover image for Fandom drivers
Mark Mulligan, Karol Severin, Srishti Das and Tatiana Cirisano
superfan
Spotify
merchandise
Fandom is entertainment’s growth currency, yet it remains both under-valued and poorly understood. While other entertainment currencies can be accurately measured (number of streams, number of sales, number of views, etc.) it is only the effects of fandom that can be quantified (number of likes / shares, merchandise sales, etc.
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The Aficionado Impact
How Super Fans Changing Spending Patterns Are Dragging Down Music Sales

Cover image for The Aficionado Impact
Mark Mulligan
superfan
consumer behavior
Consumer behaviour
Total revenue growth in streaming heartland markets in 2012 and 2013 painted a strong picture for the streaming era. But by 2014 much of that growth had transformed into decline. Neither trends provide definitive evidence for the case for streaming but both point to the wafer thin margins between growth and decline in the music market.
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