Entertainment fandom Monetise fandom, not attention

Mark Mulligan

March 2021

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.

Companies and brands mentioned in this report: Bandcamp, Big Hit Entertainment, Discord, Tencent Music Entertainment, Twitch, Universal Music, VenewLive, Weverse

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