Industry Insider: The might of Fandom
From left to right: Danai Gurira, Zoe Saldana, Don Cheadle, John Cho, and Lucas Paqueta - Getty/Warner bros/disney/Andrew Couldridge
The power of fandoms has always had a unique journey in the entertainment sphere. Usually, a fandom starts from a film or series releasing; then, the buzz surrounding the project creates viewers who crave more – they engage with the content. After that, it enters the in-home entertainment world, and then, it makes its way into consumer products, where a now loyal fandom can interact with their favorite franchise. However, it is difficult to define a fandom in one way: the level of engagement varies, how a fandom interacts with the product changes, and now, social media plays a huge part in how viewers see their favorite film or series.
It is evident that fandom’s have been growing in recent years. Marvel’s Avengers series created a frenzy on social media, making Avengers: Endgame one of the highest grossing films. Outside of the filmmaking world, music groups such as BTS and Blackpink and artists like Beyonce have millions of fans who claim to be a part of their fandom group. With the power of fandom, there is sure to be incentives for entertainment marketers to capitalize on the spending power these groups have. A Hot Set will analyze Variety’s special report on “Power of Fandom” in order to understand how these groups function. This article will focus on how fans engage with their favorite franchises and the varying types of fandoms.
It is important to understand how fandoms interact with content and why they stay. First, Variety lists 8 key factors that drive and sustain fandoms. The first being “enduring.” 64% of fans have been fans for 3 to 10 years and 52% for 6 to 10+ years, making fandoms synonymous with long lasting franchises that can continue to build off of their existing projects. Second, 20% claim to be uplifted, adventurous, or inspired when watching their favorite films – franchises such as Star Wars, Star Trek, or Avengers would not engage audiences if they didn’t make their loyal watchers feel energized in some way. Third, fandoms are compelled to stay with their franchises; trailers, sneak peeks, content releases, etc., help fans continue to support their favorite films even when new projects have not been released. The article continues to list other categories such as popular, entertaining, meaningful, social, and contagious aspects that all help drive and sustain a fandom.
Fandoms are a unique ecosystem that functions in the entertainment sphere that greatly contributes to box office numbers. Have you ever noticed that there always seems to be a sequel, prequel, third, and fourth movie coming out from a film that has been released for more than 20 years? While it is a way for a production company to ensure that a movie will be successful, it also functions as a tool to develop the franchise and its fanbase. According to Variety, “Fandom forms a powerful part of parents’ lives and relationship with their children. When it comes to children’s fandom, parents say… shared fandom leads to shared activities for parents and kids.” Fandoms are intergenerational. By passing down their shared love for a franchise, parents develop a whole new generation of fans – it is imperative for entertainment marketers to capitalize on this.
Children and parents alike are highly engaged with their franchises. They continue to go back to the movie theater after their first watch, watch old content before a release, and re-engage with content through streaming services, online videos, or in-home purchases. However, the most common is paid online subscription streaming services (otherwise known as SVOD) with 72% preferring this method over the 32% on cable, the 31% on free online streaming services, the other 31% on live television streaming service, and the 24% of satellite, fiber, or digital television service. This is no surprise. With the growing war between streaming services and other methods of viewing, it is important to capitalize on the streaming platforms in order to follow the trends.
Video Service Types watched by fans (percent)
With trends, it would be unwise to not mention the use of social media and fandoms: “For some fans, social media helps them learn more about franchises as they follow actors, influencers and fan pages or do key-word searches for related content. Engaging on social media platforms is actually what initially prompted some fans to begin engaging with a particular franchise…” Social media is an outlet for fandoms to explore their franchises, interacting with content and other fans that extends beyond the movies. The media frenzy surrounding the Star Wars sequel trilogy is a prime example of a fandom and social media: Twitter (now X), Instagram, and YouTube where platforms used to discuss the new trilogy and, as many claimed, its problems.
How Fans engage with franchises on social media (percent)
Social media also contributes to how fandoms interact with consumer products. With large fandoms comes purchasing power: How do fandoms shop? Most own at least two products from their favorite franchise. 44% say that they do most of the shopping online with retailer websites, search engines, and social platforms.
Fandoms can not be defined by just one definition. Variety lists four:
Simu Liu - Shang-Chi and the Legend of the Ten Rings/Disney
Capes & Crusaders: These fans are defined by the sci-fi and superhero genres; however, they will often engage in other types of genres more often than other fan types. They engage in franchise-related activities that they build their community off of and are twice as likely to visit a themed amusement park. They watch their films 2-3 days after its release on TV/streaming or in theaters – they are also likely to rewatch a film. They are frequent and heavy franchise spenders, mainly purchasing online. Finally, these fans tend to be male (35-44 years old).
Iwájú - Disney+
Big Little Dreamers: These fans are defined by the animated and kid-focused content genres and parents are least likely to be engaged as a household, only interacting with content for their children. Their personalities can be defined as more introverted and skeptical and engage with their franchises through online events, communities and themed parks. These fans have a large spending budget with 90% of these fans owning at least one franchise related item. Finally, this fandom can be defined by the main demographic of women aged 35-44 years old with children under 6 years old.
Jaime Jaquez Jr. - Cary Edmondson
Stunts & Sports Spectators: The more bold and confident of the fan types, Stunts and Sports Spectators can be described as enjoying the action and adventure genres as well as sports entertainment. Their engagement is lower than the others, defining this fandom as more reclusive. They’re more likely to have never attended an in-person event or participated in an online forum. Movies are more of a leisure activity for this fan group which is evidenced by their lack of rewatching franchises and not seeing films right away. These fans are older (45-60 years old).
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Film Forum Fanatics: Finally, this fan group is defined by watching across all genres and interacting heavily with each other through the use of social media. Fandom is a lifestyle for the Film Forum Fanatics. They are more likely to attend in-person events and join various online communities, which can also be correlated to their high spending – they are more likely to purchase products over $200 across all product categories. These fans watch franchises right away via streaming and theater. They are aged 25-44 years old.
For entertainment marketers, understanding fandoms is crucial because it allows them to access a pre-existing audience that is already highly engaged and invested in the content. By understanding the dynamics of these communities, marketers can tailor their strategies to resonate with fans.
