Fandom drivers From fan psychology to NFT demand

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Mark Mulligan, Karol Severin, Srishti Das and Tatiana Cirisano

January 2022

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.). Measuring the effects of fandom is a blunt approach that also fails in one crucial aspect: understanding what is driving fandom and, therefore, how to better nurture and monetise it. NFTs and other digital collectibles may yet play that role.

Companies and brands mentioned in this report: Ahsoka Tano, America’s Got Talent, Audiomack, Black Panther, Bored Ape Yacht Club, Bridgerton, BTS, Captain Marvel, Dapper Labs, DC, Disney, Disney+, Dungeons & Dragons, The Elder Scrolls, Fave, Formula One, Friends, Gilmour Girls, Hybe Corporation, Infinite Objects, Iron Maiden, Luke Skywalker, Magic: The Gathering, The Mandalorian, Maroon Marvel, My Brilliant Friend, NBA, NetEase Cloud Music, Netflix, Nike, Paramount Plus, Pink Blood Project, Pink Pantheress, Pokémon, Shelter, SM Entertainment, Spotify, Star Trek, Star Wars, Taylor Swift, Tencent Music Entertainment, The Song That Owns Itself, TikTok, Twilight Saga, The Walking Dead, The Witcher, Weverse, Wizards of the Coast

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