US Superfans and Enthusiasts Consumer Report 2024

Superfans are becoming more commonplace, as nearly half of the US population considers themselves one. This report offers critical insights into who Superfans are, what they do with their fandom, and how you can appeal to them.

Superfans and Enthusiasts – Current Trends

Fandoms and fan culture have been a consistent pillar of pop culture for decades. The advent of the internet and social media, however, brought new visibility and scalability to fan culture, eventually giving shape to a new tier of fandom: the Superfan (see Report Scope for definition).

Online platforms not only brought new ways for fans to find one another and connect, but also offer fans more ways to immerse themselves in their fandom. Today, Superfans represent the most enthusiastic and devoted fans, who ultimately view their fandom as a deep-seated facet of their identity.

Compared to Mintel’s 2021 data, consumers today are more likely to identify as a Fan, and nearly half of the population considers themselves a Superfan. Not only are Fan and Superfan subcultures growing, they are also becoming more lucrative segments for brands and companies to engage with. Video game and book/comics/graphic novel Superfans demonstrate that the more niche a fandom, the more dedicated and invested Superfans are likely to be.

For brands today, finding genuine and organic ways to appeal to Superfans offers the opportunity to create connections with new or existing consumer subsets who bring with them established category enthusiasm and loyalty.

Superfan Consumer Statistics

• Superfans’ outlook on fandom: Two-thirds of Superfans consider their fandom “a big part” of their identity. By definition, identity entails relationships, communities, values and beliefs, as well as goals and ambitions. This shows how important and deep-seated fandom is to many Superfans.
• Why are Superfans, Superfans? Both Fans and Superfans state enjoyment as the main reason behind their fandom. But Superfans go a step further. About 40% of Superfans consider their fandom to be a form of escapism and comfort. In times of personal difficulty, Superfans may retreat into their fandom as a means of distraction and solace.
• Superfans and spending: Gaming Superfans are the most likely to spend and invest financially in their fandom, with 67% stating that cost is not a big consideration when supporting or demonstrating their fandom.

US Superfans and Enthusiasts Consumer Report – What’s Inside?

Key Topics Analyzed in the Report

• Demographics of self-identified Superfans and comparisons across fandom categories (ie movies/TV, music, sports, video gaming, books/comics/graphic novels).
• Superfans’ motivations behind their enthusiasm and passion for their fandom.
• The social media platforms Superfans across categories rely on and communicate through.
• Superfans’ fandom-related spending and purchasing over the past year.
• The ways in which Superfans dedicate their time to their fandom.
• Opportunities for brands to engage with and form connections with Superfans across categories.
• A look at brands that have successfully appealed to fandoms through advertising and/or marketing activations.

Report Scope

For the purposes of this Report, Mintel defines Fans as a subset of consumers who consider themselves passionate about or dedicated to at least one of the following entertainment categories: Movies/TV, Music, Sports, Video Games/Gaming, Books/Comics/Graphic Novels. What are superfans? Superfans are consumers who self-rate their fan dedication of at least one entertainment category as “Superfan” within five levels of fandom (ie Superfan, Big fan, Average fan, Modest fan, Minor fan).

Meet the Expert Behind the Analysis

This report was written by Lisa Dubina. Lisa has been with Mintel since 2019 and is responsible for the Culture and Identity library. Her insights and reports analyze the underlying psychographic factors that influence how consumers identify, express themselves, build like-minded communities and engage with brands across categories.

Superfans offer brands the opportunity to create connections with new or existing consumer subsets who bring with them established category enthusiasm and loyalty.

Lisa Dubina
Associate Director, Culture & Identity