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
Collapse All
-
Executive Summary
- Key issues covered in this Report
- Overview
- What you need to know
- Key consumer trends
- What consumers want & why
-
Market Dynamics
- Market context
- Target audience
- The vast majority of consumers consider themselves to be fans of at least one entertainment category
- Graph 1: self-described fans, by category, 2024
- The share of self-identified fans has grown since 2021
- Graph 2: self-described fans, by category, 2021 and 2024
- Video games/gaming fans are most likely to identify as Superfans
- Graph 3: self-ranking fan dedication, by category, 2024
- Nearly half of the population self-identifies as Superfans
- Superfans by categories
- Movie/TV Superfans are most likely to be multicultural, Millennials and Gen X parents
- Music Superfans overindex as urban-dwelling and Hispanic Gen Zs and Millennials
- Sports Superfans are most likely to be Black and Hispanic men who are parents and work full-time
- Video games/Gaming Superfans are most likely to be young, multicultural and single urbanites
- Book/Comics/Graphic novel Superfans skew female and/or LGBTQ+, and are most likely to be Hispanic Millennials
-
Consumer Insights
- Consumer fast facts
- Consumer fast facts (cont.)
- Outlook on fandom
- Nearly two thirds of Superfans consider their fandom to be a big part of who they are as a person
- Sports, Gaming and Book/Comic/Graphic Novel Superfans are most likely to identify by their fandom
- Graph 4: agreement – “My fandom is a big part of my identity,” by gender and generation, 2024
- Graph 5: agreement – “My fandom is a big part of my identity” – among Superfans, by category, 2024
- Fans’ passion extends beyond just their fandoms
- Graph 6: agreement – “I tend to go “all-in” on the things that I love and am passionate about,” by Fans and Superfans, 2024
- Graph 7: agreement – “I tend to go “all-in” on the things that I love and am passionate about,” among Superfans, by category, 2024
- Fans in their own words: demonstrating their passions
- There’s the opportunity to direct fans’ passion and enthusiasm toward brands
- Parenthood increases fan dedication and passion
- Graph 8: agreement – “I tend to go “all-in” on the things that I love and am passionate about,” by generation and by parental status, 2024
- Motivations behind fandoms
- Both Fans and Superfans view their fandom as a source of enjoyment, but Superfans have more drivers behind their fandom
- Graph 9: motivations behind fandoms, by Fans and Superfans, 2024
- Both Fans and Superfans view their fandom as a source of enjoyment, but Superfans have more drivers behind their fandom
- Graph 10: motivations behind fandoms, by Fans and Superfans, 2024
- Superfans cite additional drivers behind their passion and interests
- Superfans’ motivations vary across fandom categories, offering brands different ways to engage different fan audiences
- Graph 11: motivations behind fandoms – among Superfans, by categories, 2024
- Comfort, community and connection are key drivers behind Gen Z and Millennials’ fandom
- Graph 12: motivations behind fandoms, by generation and parental status, 2024
- Being seen as a subject expert can add a sense of pride for the majority Superfans
- Graph 13: agreement – “I like being seen as an expert or having insider knowledge when it comes to my interests and passions,” by Fans, Superfans, and by categories, 2024
- Brands should explore exclusivity, but avoid being exclusionary
- Superfans and social media
- Brands need to utilize social media to connect with Superfans
- Graph 14: social media platforms used to keep up with fandoms, by fans and Superfans, 2024
- YouTube is a primary resource for Music and Gaming Superfans, while Book/Comic/Graphic Novel Superfans turn to Instagram and TikTok
- Graph 15: social media platforms used to keep up with fandoms – among Superfans, by categories, 2024
- Reddit partnering with Sports leagues
- Fans in their own words: fandom discovery and role of social media
- Fandom spending & purchasing
- Costs are less of a concern for Gaming and Book/Comics Superfans
- Graph 16: agreement – “Money/cost is not a big consideration for me when it comes to supporting/demonstrating my fandom,” by Fans, Superfans, by categories, 2024
- Brands should turn their attention to Millennials and parents, who are most willing to spend money to support their fandom
- Graph 17: agreement – “Money/cost is not a big consideration for me when it comes to supporting/demonstrating my fandom” – among Fans – by generation, parental status and LGBTQ+ identity, 2024
- Nearly half of Superfans have spent money on official fandom events or merchandise in the past year
- Graph 18: purchasing behaviors in the past year, by Fans and Superfans, 2024
- Brand + Fandom collaborations and partnered releases are most successful among niche Super-fandoms
- Graph 19: purchasing behaviors in the past year – among Superfans, by categories, 2024
- Though there’s fan interest in unofficial merchandise, brands must tread lightly
- Book/Comics Superfans, followed by Gaming Superfans, invest the most in their fandoms
- Graph 20: count of purchases in the past year, by Fans and Superfans, by categories, 2024
- Appeal to Fans and Superfans because where this is passion, there is potential
- Superfan engagement & behaviors
- Following official social media accounts and listening to fandom podcasts are the most common way Fans and Superfans invest time on their fandom
- Graph 21: time dedication in the past year, by Fans and Superfans, 2024
- Book/Comic/Graphic Novel and Gaming Superfans are, once again, the sub-groups dedicating the most time to their fandoms
- Graph 22: count of time dedication in the past year, by Fans and Superfans, by categories, 2024
- Gaming and Book/Comics Superfans are more likely to create their own fandom content
- Graph 23: fans’ time dedication in the past year – among Superfans, by categories, 2024
- Crafting and DIY-ing offers brands an adjacent avenue to engage fandoms and Superfans
- Brand opportunities
- Brands can offer Superfans one-of-a-kind experiences to further immerse themselves into their fandoms
- Graph 24: agreement – “I’m always looking for new ways to further immerse/involve myself in the world of my fandom,” by Fans and Superfans, 2024
- Graph 25: agreement – “I don’t like when brand partnerships try to appeal or pander to my fandom without really understanding it,” by Fan and Superfans, 2024
- Hype marketing, experiential marketing and other immersive fan experiences can help foster fandom community and individual fan expression
- Graph 26: brand involvement – any agreement – among Fans, by select demographics, 2024
- Graph 27: brand involvement – any agreement – among Superfans, by categories, 2024
- Offer immersive fandom experiences – but be prepared to demonstrate knowledge of the fandom ins and outs
- Fandom-themed home/accommodation rentals offer unique and immersive vacations for Superfans
- But even the most ardent Superfans have a limit
- Superfans are eager to demonstrate their fandom to others
- Graph 28: agreement – “I use my clothes/appearance to demonstrate my fandom to others,” by Fans and Superfans, 2024
- Graph 29: agreement – “I use my clothes/appearance to demonstrate my fandom to others” – among Superfans, by categories, 2024
- Representing your fandom is all about finding kindred spirits and feeling part of the community
- Graph 30: agreement – “I use my clothes/appearance to demonstrate my fandom to others,” by race/Hispanic origin and parent status, 2024
- Many Superfans and cosplayers of color reimagine their favorite characters to feel represented
- Offer Superfans exclusive content and in-the-know Easter eggs to demonstrate a brand’s fandom knowledge
- Graph 31: agreement – “I like being among the first fans who access new content/offerings in my fandom,” by Fans and Superfans, 2024
- Graph 32: agreement – “I love when brands offer hidden messages/inside jokes (ie Easter eggs) for my fandom,” by Fans and Superfans, 2024
- Across fan categories Superfans are eager for exclusive content and insider knowledge
- Graph 33: brand engagement – any agreement – among Superfans, by categories, 2024
- Axe partners with Fortnight content creator to lean into unintentional in-game cameo
-
Innovation and Marketing Trends
- Launch activity and innovation
- McDonald’s takes its marketing beyond the mainstream, tapping into the subcultures of fandoms
- Sports leagues are finding creative ways to make inroads with Gen Z gamers and esport enthusiasts
- Marketing and advertising
- Roku City has become an integrated advertising hotspot to reach fans
- Peacock + Walmart partner to bring shoppable ads to reality TV Superfans
-
Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
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.
£ 3,695 (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
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
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
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
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
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
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
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
