The rise of the lean-through superfan Post-Covid trends of UGC creation and entertainment
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20,000 foot view: The Covid-driven entertainment boom is over, with ‘in real life’ activities taking back ground from the of additional time freed by lockdown measures. The attention crunch is compounded by a cost-of-living crisis, driving consumers to make savvy choices about how much they spend, and on what. Entertainment companies must thus become better attuned to the changing behaviours of fans. Fortunately, some key trends hold true: the greater the fandom, the more they engage, and the more they spend.
Key insights
- The increased of creative and promotional tools exacerbated by lockdown measures that consumers and creators alike more to experiment with and learn to use them
- During the of independent artists spent more writing or making music, used time for marketing, and released music
- Many consumers up instruments, and still more engage with creative behaviour on with using it to create music, videos, filters), rising to
- While only consumers, as of 2022, were to play an instrument, spend one and five hours per creating / producing content, meaning the addressable audience is more double for broader content creation
- A crisis measurement is happening as creative becomes more common, illustrated by Morbius flop, which assumed consumer would translate into box office of consumers interact with friends about a TV show or film they are watching, while stream music they have heard in TV shows / films, indicating greater fandom
- Year-on-year, consumers upped their monthly attendance of from in 2020 and 2021 in 2022, with lockdown habits despite rising costs
- Purchases of merchandise from favoured artists also from in 2020 and 2021 in 2022
- Only of video viewers did not spend on games, compared to the average of and they were more likely to spend on items
- The more consumers are, the more likely are to spend; of high-content spend more than on subscriptions other creators’ platforms, compared to all consumers
- With the importance of fandom and creation indicators of sentiment and spend, are seeing, at their convergence, rise of the lean-through superfan
Companies and brands mentioned in this report: Instagram, Morbius , OnlyFans, Patreon, Shorts, TikTok, Twitch