Fandom and identity For fans, entertainment goes beyond enjoyment of content
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20,000 foot view: Across entertainment, fandom is used to judge, predict, and generate successful commissioning and distribution strategies. Fandom indicates reliable audiences who will spend money on propositions and come back for more at the next instalment. It shows who will buy merchandise, attend shows and events, or purchase in-game cosmetics. Yet, for audiences, their fandom is far more than simply the feeling of ‘I like this thing’; it is a powerful indicator of identity, community, and personal preference. Creating hits requires an understanding of what matters to audiences and why.
Key insights
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of women aged indicated that music was reflective of their identity, the highest rate of any category and all demographics, with the lowest being of women aged or higher
- For all except music, under-indexed for entertainment reflective of their identities, while over-indexed the most of audiences feel that the fanbases and scenes they are part of are places they can “really be themselves”, peaking at of 20-24-year-olds
- Fans of artists would be most likely pay for a subscription to early access to music before is widely released, at
- Almost one four music fans would pay a subscription that includes ‘exclusive that no one else will with all age groups expressing
- Access to communities or exclusive access to artist themselves (through DMs or for example) were the least reasons to drive a subscription, and respectively. These needs appear be met by current social
- Access to and communities does not drive as fans will take this a given condition to their It is how they are to the artist that ultimately true ‘fandom’
- Entertainment has most important role for 20-24-year-olds, the online communities they are of to the games they being reflective of their identities. is a direct consequence of saturated attention economy resulting in taking up more of their and, therefore, taking on a defining role in reflecting who are
Companies and brands mentioned in this report: Instagram, Snapchat, TikTok, YouTube