This report looks at the following areas:
- Types of fans across TV and film, music, sports, gaming, and comic and graphic novels.
- Fandom behaviours and activities, including social media usage and podcast listening.
- Trends in purchasing of media content.
- Trends in use of media subscriptions.
- Trends in media activities and use of devices.
Fans are organic marketing ambassadors who often see their fandom a part of their identity. Brands can reward fan loyalty through advertising that celebrates the passionate community and offer exclusive behind-the-scenes access.
Nikita Shergill, Technology and Media Analyst
Market Definitions
This Report examines people’s media habits in terms of purchasing and activity over the last three months. The primary media areas of focus are video, audio and print media.
- Video – includes TV shows and films delivered through DVDs, Blu-ray discs, pay-TV subscriptions like Virgin Media or Sky, and streamed video services such as Netflix and Amazon Prime Video. It also includes short-form online videos on platforms such as YouTube and Facebook.
- Video games – includes PC, console and mobile games.
- Music and audio – refers to CDs, digital downloads and streaming services such as Spotify or Apple Music.
- Print media – refers to newspaper, magazine and book titles in either a digital or physical format.
The special focus of this Report is the impact of advertising formats.
Collapse All
-
- Opportunities for the media market
-
SPECIAL FOCUS – FANDOMS
- Types of major fans
- Fans can be free marketing ambassadors
- More than three in five consumers self-identify as a major fan
- Representation of older women in TV and film may be limiting their fandom potential
- Cultivating family fandom can build sports fans
- Women more likely to be major book fans
- Brands can utilise music in adverts to capture attention of music lovers
- Gaming is a key way for young men to socialise and build a community
- Young adults most likely to be major fans of comics and graphic novels
- Fandom status
- TV and film is the most popular category of fandom
- Graph 1: self-ranking fan status, 2024
- The vast majority of consumers see themselves as a fan of at least one category
- Graph 2: self described fan, by category, 2024
- Explore immersive AR technology to drive TV and film fan engagement
- Supergoop’s partnership with The White Lotus will hold appeal among fans
- Engage TV and film fans with humorous commentary on popular culture
- Encourage females to embrace their major fandom
- Graph 3: self-ranking major fan, by gender, 2024
- Highlight the wellbeing benefits of being in a fandom
- Tap into nostalgia to draw older consumers back into fandom
- Cross-media activity likely to be popular among major fans
- Deepen fan engagement with self-produced content
- Acknowledge the most loyal fans in marketing messages
- Fandom activities
- Social media is a central hub for fan engagement
- Graph 4: fan behaviours in the last 12 months, by major fans, 2024
- Partner with comic, graphic novel or video game brands for maximum engagement on social media
- Graph 5: fans who have posted on social media about their fandom in the last 12 months, by category, 2024
- Podcast sponsorship can give access to passionate fans
- Graph 6: major fans who have listened to/watched a podcast about their fandom in the last 12 months, 2024
- Target sport fans through print ads
- Reward the biggest supporters on streaming platforms
- Graph 7: use of paid-for music streaming service, by type of music fan, 2024
- Faciliate collaboration with fans in the creative process
-
PHYSICAL MEDIA PURCHASES
- #BookTok and Christmas sales boost purchases of print books
- Graph 8: print media purchases in the last three months, 2024
- Half of young males are buying video game discs
- Graph 9: music and video physical purchases in the last three months, 2018-24
-
MEDIA SUBSCRIPTIONS
- Majority of young consumers watch a streaming video service
- Graph 10: current use of music and video subscriptions, 2018-24
- Print subscriptions rates have stabilised
- Graph 11: current use of written media subscriptions, 2018-24
-
PAID MEDIA DOWNLOADS
- Video game downloads trending upwards
- Graph 12: paid music and video downloads in the last three months, 2018-24
- Podcast downloads are on the rise
- Graph 13: paid media downloads in the last three months, 2018-24
-
FREE MEDIA ACTIVITIES
- Listening to free radio, music on a streaming service or podcast all see small rises
- Graph 14: free audio activities done in the last three months, 2018-24
- Playing free video games sustains its growth
- Graph 15: free video activities done in the last three months, 2018-24
- Marvel launch free video game
- One in four read a free print newspaper/magazine
- Graph 16: free written media activities done in the last three months, 2018-24
-
DEVICES USED FOR MEDIA ACTIVITIES
- Half of adults use their smartphone to listen to music
- Graph 17: devices typically use for media activities, 2024
- Baby Boomers prefer desktop and laptop computers to watch short videos
- Graph 18: devices typically use for viewing content, 2024
-
APPENDIX
- Report scope and definitions
- Related Reports
- Market definition
- Abbreviations and terms
- Consumer research questions
- Consumer research methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
