Entertainment fandom Monetise fandom, not attention
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The 20,000 Foot View: In the attention economy, entertainment consumption is intertwined and competition straddles formats and genres. The same applies to fandom. Entertainment fans are fans of not just multiple subgenres within one entertainment category, but instead across multiple entertainment formats. These fandom overlaps are crucial to building a full understanding of entertainment audiences, how to target them and for identifying partner strategy.
Key insights
- All three digital entertainment currencies are under money (maturing markets), data (privacy attention (the coming ‘attention recession’)
- Fandom is next digital currency, but monetisation unevenly distributed
- Fandom follows relatively similar pattern across all categories with a few large and then a long tail niches
- Video has largest fan bases, with of fans of action and comedy. has the other two biggest bases (pop, rock
- The top subgenres are action and puzzle less the video’s fourth largest base, drama
- Sports has higher first placed fan base games (American football, but a distant second place (soccer,
- Although it shaped by them, fandom often the normal socio-economic and demographic that typically shape entertainment behaviour
- Metal fans over index for fandom of action and thriller video subgenres, well as for WWE and sports
- Country and fans both over-index most for fans of golf
- Sandbox games over-index most for niche games sports
- Games has second-highest average fan income (AFI) but the highest share derived from fandom
- Music has second lowest AFI while video the lowest share from fandom
Companies and brands mentioned in this report: Bandcamp, Big Hit Entertainment, Discord, Tencent Music Entertainment, Twitch, Universal Music, VenewLive, Weverse