Fandoms have broken free from their traditional confines to become a powerful force shaping mainstream culture. Once considered peculiar and niche, these communities have infiltrated many aspects of everyday life, from the shows we watch to the clothes we wear and the music we listen to.
And for a growing number of consumers, participating in fandoms satisfies basic human needs, including our desire to form relationships, have fun, be inspired and be entertained.
Those are some of the key insights from The Anatomy of Hype, a recent research report from Twitch Ads and Amazon Ads that examines how fandoms and fans themselves have evolved, becoming a dominant cultural force.
“With the exception of major sports, fandoms traditionally existed outside the realm of mainstream culture. Fans and fandoms were often reduced to tropes like the quirky ‘nerd’ archetype or the enthusiastic ‘fangirl,’” explains Allison McDuffee, head of insights and measurement for the Americas at Twitch Ads.
“These stereotypes have faded into the background as fandom evolved into something that touches nearly every aspect of culture,” adds McDuffee. “Fandom is now mainstream and an important part of life for most people around the world.”
The power and ubiquity of modern fandom can be seen in the re-emergence of “boy band mania” (think K-Pop), the massive celebrations honouring winning sports teams, and the “sneakerheads” waiting in lineups for a shot at acquiring the latest product drops—not to mention the 2.5 million people who are on Twitch at any given moment to livestream content in gaming, entertainment, sports, music, and more.
The evolution of fandom is the result of wider cultural shifts that are redefining how and why people engage with fan communities. Embracing fandoms has never been easier, thanks to modern technology and the widespread accessibility of the internet.
The frequency and method of fan engagement has evolved as well. Whether engaging through dedicated web forums, managing fan-focused social media accounts, or organizing meetups with like-minded individuals, fans have embraced new and innovative ways to connect and share their passions.
Today’s fans are unafraid to explore multiple interests and fandoms. According to Twitch Ads’ research, the average fan participates in 7.6 different fandoms, ranging from anime to technology and gadgets, and engagement with their interests is more than surface level. For example, the average music fan reports following four different genres, and the typical sports fan cares about three different teams.
Fandom has become a large part of people’s lives and identities, and this has pushed fan culture into the mainstream. Seventy percent of fans agree that their fandom community is a part of their everyday life, 90% say they share their fandom with friends and acquaintances, and 71% agree that “being a fan of something is cool.”
“For brands, the implication is that fandoms can no longer be ignored. If you want to understand consumers and engage with them in meaningful ways, you need to acknowledge the things that get them excited,” McDuffee says. “If your brand is not aligning with a consumer’s fandoms and passions, your brand will be missing out on both big and small moments in their lives.”
Twitch Ads worked with cultural insights and brand strategy consultancy Crowd DNA on the research, which included interviews with two fandom experts, in-depth interviews with fans, and a survey of 12,000 respondents across 12 markets, including Canada. The research focused on five key areas of fandom, namely music, live sports, sci-fi and fantasy, streetwear and fashion, and video games.
Check out The Anatomy of Hype in full here.
