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. 

Companies and brands mentioned in this report: Instagram, Snapchat, TikTok, and YouTube