2021
9
US Connecting with Superfans Market Report 2021
2021-10-23T04:12:32+01:00
OX1045129
3695
143850
[{"name":"Media and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing"}]
Report
en_GB
“Fans across different areas are deeply engaged with their interests to a degree that was not possible before the rise of digital and social platforms. People long for authentic connections…

US Connecting with Superfans Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Connecting with Superfans market including the behaviors, preferences, and habits of the consumer/superfan.

Current market landscape

71% of superfans say that having uncommon interests makes someone interesting; this underscores the unique paradox of highly dedicated fan communities. On the one hand, many fans – super or otherwise – desire connection to others who share their interests. On the other, fans value the independence of expression that their fandom provides.

The degree of impact COVID-19 has had on fan communities varies significantly by region and the media type in question. While some events, like San Diego Comic Con, were cancelled due to rising infection rates and renewed focus on safety, many consumers shifted to digital media, leading to a rise in streaming video subscriptions and online connections.

The future of fandom and market trends

The continued fragmentation of streaming media will make it difficult for any one brand to capture attention in an already attention-starved market. Media organizations will need to be creative to keep fans coming back among the sea of new media as well as sporting and other live events.

The era of user-created content is here, and fan communities are perfect testing grounds for new platforms and marketing campaigns designed to encourage fans to be creative with their favorite characters, stories, costumes, or teams.

Read on to discover more about the US Connecting with Superfans consumer market, read our US Digital Advertising Market Report 2021, or take a look at our other Marketing and Promotion Market research reports.

Quickly understand

  • The impact of COVID-19 on how fans connect and engage with brands.
  • The impact of COVID-19 on superfans and fan following.
  • Most popular social media and information channels for superfans.
  • How brands can elevate their creative to take advantage of the superfan renaissance.
  • Fans across different media and entertainment sectors, including movies, music, art/design, sports and written fiction/graphic novels.
  • Amount of crossover between fans of different media and entertainment categories.
  • Marketing channels, social media platforms, and fan communities for reaching superfans.

Covered in this report

Brands include: TikTok, YouTube, Instagram, Facebook, Twitter, Snapchat, Pinterest, Reddit, LinkedIn, Tumblr, Steak-Umm, Rave, Spotify, Etsy, Disney, Steam, Activision/Blizzard, Progressive, Best Buy, GameStop, Home Box Office (HBO), Samsung, Zenimax Media, Amazon, Apple, Coca-Cola, Bandai Namco, Microsoft, Square Enix, Target, Verizon, Sony, Hulu, NBA, Disney+, Paramount+, Britbox, Acorn TV, Shudder, Full Moon Features, Boomerang TV, Pandora, Apple Music.

Expert analysis from a specialist in the field

This report, written by Fiona O’Donnell, a leading analyst in the Leisure and Entertainment sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Fans across different areas are deeply engaged with their interests to a degree that was not possible before the rise of digital and social platforms. People long for authentic connections within their communities as well as authenticity from the brands they buy. Media, brands and the technology sector have an opportunity to reimagine how digital communities are built to allow passionate fans to connect and communicate with each other. Brands that innovate in this area and create environments where fans can meaningfully share their experiences and passions are bound to leap ahead of the competition.
Fiona O’Donnell, Sr. Director – Leisure and Entertainment
Fiona O’Donnell
Sr. Director, Leisure and Entertainment

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definitions
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • The market: fans and superfans
                      • Figure 1: US adult population aged 18+ fan and superfan breakdown, 2021
                    • Profile of the superfan
                      • Figure 2: Profile of superfans, indexed to any fan, by basic demographics, 2021
                    • Impact of COVID-19 on superfans and fan following
                      • Figure 3: Short-, medium- and long-term impact of COVID-19 on superfans and fan following, 2021
                    • Consumer insights
                      • Superfans are insatiable for content, can brands support their appetites?
                        • Figure 4: Attitudes – Moves on when something becomes too popular, by superfans, by gender and age, 2021
                      • The future of fandom will push the limits on creativity
                        • Figure 5: Attitudes toward niche vs mainstream interests, by fans and superfans, 2021
                      • Opportunities and challenges
                      • Superfan Target Audience – Key Takeaways

                        • Nearly 80 million superfans in the US
                          • More likely superfans: young, Black and Hispanic consumers
                            • Superfans demand a super R&D budget
                            • Superfans by the Numbers

                              • Assessing the “superfan” base
                                • Figure 6: US adult population aged 18+ fan and superfan breakdown, 2021
                              • Who are superfans?
                                  • Figure 7: Profile of superfans, indexed to any fan, by basic demographics, 2021
                                  • Figure 8: Profile of superfans, indexed to any fan, by relationship characteristics, 2021
                                  • Figure 9: Profile of superfans, indexed to any fan, by financial characteristics, 2021
                                • Impact of COVID-19 on superfans/fan following
                                • Marketing Channels for Reaching Superfans

                                  • Superfans highly active across media channels
                                    • Figure 10: Video and audio content used in an average week, by fans and superfans, 2021
                                  • Social platforms draw fan interest
                                    • Figure 11: Social media sites used daily, by fans and superfans, 2021
                                • Factors Influencing Fandom

                                  • Online harassment grows in occurrence and severity
                                    • Millennialihism: how Millennials and Gen Z embrace nihilism and superfandom
                                        • Figure 12: Millennials vs Gen Z “Loki” Meme, 2021
                                      • Digital transformation fuels the superfan renaissance
                                        • Hypotheticals can become realities
                                          • Figure 13: Nicolas Cage Ultimate Freakouts Mashup with “Paws to the Walls” by Nick, 2021
                                        • Are brands ready to authentically participate on the internet?
                                          • Etsy: the perfect marketplace for art and design superfans
                                            • Social media, laws and fandoms
                                            • Companies, Brands and Personalities – Key Takeaways

                                              • Lil Nas X wields fans to shatter music industry records
                                                • Disney to fans: we’ll trade convenience for your data
                                                  • From flops to success: No Man’s Sky and Final Fantasy XIV
                                                    • Community-based marketing could be a model for brands
                                                      • Don’t underestimate the power of the hero (or villain)
                                                      • Companies, Brands and Personalities

                                                        • Lil Nas X: the monarch of LGBTQ, pop-rap superfandom
                                                          • How Disney theme parks persuaded guests to provide their own 24/7 location data
                                                            • No Man’s Sky and Final Fantasy XIV rise from the ashes of angry fandom
                                                            • Competitive Strategies

                                                              • Community site Fandom.com rebrands and boosts paid ads
                                                                • Figure 14: Share of fandom.com advertising sales, by segment, 2018-21
                                                                • Figure 15: Digital ad spend across display, mobile display and desktop video, 2018- 21
                                                              • How brands can reuse old characters and folklore to tell new stories
                                                                • Community-based marketing provides a model for brands and fandoms
                                                                • The Consumer – Key Takeaways

                                                                  • Music, movies, sports have largest fandoms
                                                                    • Music and movie fans are always looking for new content
                                                                      • Content marketing, social media, word of mouth top influence channels
                                                                        • 47% of superfans say their passion “makes me who I am”
                                                                          • Looking for your superfans? Learn their lingo
                                                                            • Superfans: the high-risk, high-reward market
                                                                              • Young fans quick to engage, quick to move on
                                                                              • Areas of Fan Interest

                                                                                • Music, movies and sports boast the largest fandoms
                                                                                  • Figure 16: Areas of fan interest, 2021
                                                                                • Fans show high interest in multiple media types
                                                                                  • Figure 17: Areas of fan interest, by areas of fan interest, 2021
                                                                                • Opportunity to engage Hispanic consumers in art and design
                                                                                  • Figure 18: Areas of fan interest – Art/design, by Hispanic origin and age, 2021
                                                                              • Level of Fandom within Areas of Interest

                                                                                • More than one third of all fans are superfans
                                                                                  • Figure 19: Level of fandom across all areas of interest, 2021
                                                                                • Intensity of fandom consistent across areas of interest
                                                                                  • Figure 20: Level of fandom within areas of interest, 2021
                                                                              • Fan Activities

                                                                                • Music superfans on the search for new artists
                                                                                  • Figure 21: Music fan activities, by fans and superfans, 2021
                                                                                • New releases and reality TV tops genres for attracting TV/movie fans
                                                                                  • Figure 22: TV/movies fan activities, 2021
                                                                                • Most sports superfans watch at both pro and collegiate levels
                                                                                  • Figure 23: Sports fan activities, by fans and superfans, 2021
                                                                                • Art and design: how do brands engage creators?
                                                                                  • Figure 24: Art/design fan activities, 2021
                                                                                • Written fiction fans want to see favorite characters in new stories
                                                                                  • Figure 25: Written fiction, comics or graphic novel fan activities, 2021
                                                                              • Fan Communication Channels

                                                                                • Online articles, social media, word-of-mouth are top communications channels
                                                                                    • Figure 26: Fan communication channels – Any rank, 2021
                                                                                  • Younger fans signal growing trust in social media influencers
                                                                                    • Figure 27: Top three fan communication channels – Any rank, by gender and age, 2021
                                                                                  • Generation Z shifts away from articles in favor of social media pages
                                                                                    • Figure 28: Top three fan communication channels – Any rank, by generation, 2021
                                                                                • Motivations for Being a Fan

                                                                                  • Nearly half of superfans link their fandom to their personal identities
                                                                                    • Figure 29: Motivations for being a fan, by fans and superfans, 2021
                                                                                  • Fans with kids seek social connection
                                                                                    • Figure 30: Motivations for being a fan, by parental status, 2021
                                                                                  • Younger fans integrate their passion with work
                                                                                    • Figure 31: Motivations for being a fan, by gender and age, 2021
                                                                                • How Fans Recognize Other Fans

                                                                                  • Social media and language cues are key to recognizing fans
                                                                                    • Figure 32: How fans recognize other fans, by fans and superfans, 2021
                                                                                  • Women look for other fans on social media
                                                                                    • Figure 33: How fans recognize other fans – Social media, by gender and age, 2021
                                                                                • Fans’ Attitudes toward Brands and Passions

                                                                                  • Superfans have a lot of passion and high expectations
                                                                                    • Figure 34: Attitudes toward brands, by fans and superfans, 2021
                                                                                  • It’s cool to be weird
                                                                                    • Figure 35: Attitudes toward niche vs mainstream interests, by fans and superfans, 2021
                                                                                  • Young fans don’t want anything too mainstream
                                                                                    • Figure 36: Attitudes – Interests outside of mainstream culture, by gender and age, 2021
                                                                                • Fan Intensity and Passion Toward Interests

                                                                                  • Fans torn between variety and specialization
                                                                                    • Figure 37: Fan intensity and passion toward interests, by fans and superfans, 2021
                                                                                  • Younger consumers are quick to move on
                                                                                    • Figure 38: Attitudes – Moves on when something becomes too popular, by gender and age, 2021
                                                                                  • Under-55s feel that brands aren’t keeping in touch
                                                                                    • Figure 39: Attitudes – Brands are out of touch, by Hispanic origin and age, 2021
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Sales data
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms
                                                                                              • Appendix – The Consumer

                                                                                                  • Figure 40: Fan and superfan areas of interest, superfans indexed to any fan, by basic demographics, 2021
                                                                                                  • Figure 41: Fan and superfan areas of interest, superfans indexed to any superfan, by basic demographics, 2021
                                                                                                  • Figure 42: Fan and superfan areas of interest, superfans indexed to any fan, by relationship demographics, 2021
                                                                                                  • Figure 43: Fan and superfan areas of interest, superfans indexed to any superfan, by relationship demographics, 2021
                                                                                                  • Figure 44: Fan and superfan areas of interest, superfans indexed to any fan, by finances, 2021
                                                                                                  • Figure 45: Fan and superfan areas of interest, superfans indexed to any superfan, by finances, 2021

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