Entertainment consumption is increasingly shaped by context, as consumers are driven by attention saturation to overlap behaviours as well as choose between them. Different forms of entertainment are better suited to different contexts, with some lending themselves to more social behaviours than others. Fandom emerges when independent consumption meets the social context of a larger group of like-minded fans. Thus, the increasingly social nature of entertainment is lending itself towards growing fandom, which is more monetizable than passive consumption.
Companies and brands mentioned in this report: Instagram, Minions, Netflix, Snapchat, Spotify, TikTok, Twitch, YouTube
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