Did you know 65% of Gen Z describe themselves as “video content creators.” In 2023 alone, over 57% of youngsters said they interacted with fan-generated content focused on particular artists, public personalities, or topics.
This year, YouTube released its annual Culture & Trends report for Fandom, and it revealed several shocking insights into user behaviour. Targeted towards marketers, the latest report focuses on the burgeoning creator economy populated by Gen Z.
Fans as Creators: Driving the Fandom Economy
Fandom is more than just a “hobby” or a “frivolous pastime”; it is a deeply fulfilling experience that shapes identities and builds a strong connection to a community.
According to KR&I’s Fandom Institute, “fandom is a relationship between people and an object of their fandom; an object that is relatable, elevated, and inspires devotion and investment.” As technology progresses, fans are experiencing new relationships with their favourite creators, artists, and other entertainment vehicles.
The 2024 “super fans” are more than just consumers; they are active participants in shaping the cultural landscape.
KR&I’s Human Needs Model
KR&I’s Fandom Institute has discovered some of the top fundamental human needs that are fulfilled through participation in fandom.
To dip their toes into the changing nature of fandom, YouTube’s Culture & Trends team conducted a thorough research. They analysed countless trends from 2023 along with the Fandom Institute and surveyed thousands of active adults between the ages of 14 to 44 and GenZers between the ages of 14 to 24.
Here’s what they found:
The Future of Fandom
93% of Gen Z fans use YouTube to scroll through videos about the person or thing they’re a fan of.
Fans are no longer passive consumers; they’re active collaborators.
The role of the fan has evolved as they produce their own content to celebrate their passion with other fans.
From fleeting trends, memes and recreations to expressive fan art and in-depth video podcasts, fan-generated content has gone beyond its source material and turned into a cultural phenomena. Meanwhile, brands and established creators are recognising the value of engaging with this ecosystem that attracts its own fans.
From Fan To Super-Fan
87% of Gen Z describe themselves as a fan of someone or something.
Generative AI is helping people be more creative. Casual fans consume media but super fans actively produce content and also invest financially in their fandom.
The bigger the fan, the more content they are likely to consume and create.
Creators are often both admired figures and enthusiasts. They are experts in understanding what fans love, and as creators, they know how to use technology to satisfy those fan desires.
According to a SmithGeiger study, fans describe themselves as:
- A casual fan: someone who sometimes engages with the person or thing they’re a fan of.
- A big fan: someone who engages in the important moments and regularly spends money on that fandom.
- A super fan: someone who engages regularly, participates in the fandom community, and goes out of their way to be a fan.
- A professional fan: someone who earns revenue from a fanship.
All-Size Markets
62% of Gen Z like to belong to a fandom that no one they know personally is a part of.
YouTube caters to a vast spectrum of interests—from mainstream fan communities to smaller niche interests. Take K-pop, for instance. While casual listeners enjoy the music, dedicated fans immerse themselves in intricate details, from the artists’ backstories to their complex marketing strategies. This is where YouTube’s role in nurturing both massive and minuscule fan communities comes in.
K-pop fandoms of Blinks, Stays & Bunnies on YouTube make it possible for new fans to learn everything they need to know. Creators like @krisssthetic & @mooncovers dedicate their channels to K-pop dances, lyrics, lore and fashion, making YouTube a one-stop shop for new fans to become super fans.
On the opposite end of the spectrum, @PleaseSitDown is a channel by Vijender Masijeevi, one of the most well known faces on YouTube for UPSC #mockinterviews. His channel focuses on current affairs topics, interviews, and career motivation, and has amassed a community of over 500K aspirants that may have never met, but have come together for a common goal.
The Cultural Impact
78% of Gen Z Indians prefer watching content about something rather than the thing itself.
Fan content is exploding, and the volume and diversity of fan-generated content today brings forward new ways for fans to interact with their favourite shows, celebrities, movies, and music.
The release of the highly anticipated Pushpa 2: The Rule trailer by @MythriMovieMakers ignited an instant frenzy. The trailer garnered over 100 million views, and the titular music video, ‘Pushpa Pushpa,’ amassed similar numbers across T-Series’ platforms.
But the impact extended far beyond these metrics. Fans rapidly produced a deluge of reaction videos, breakdowns, memes, and dance trends, even creating intricate VFX edits seamlessly integrated into the film’s visuals.
Building A New Fanbase
77% of Gen Z fans are part of a fandom with a “name”.
Take AjjuBhai, or @TotalGaming093, one of Asia’s top gamers, who created one of YouTube’s biggest fan moments by unveiling his face to over 40 million followers. The reveal video amassed over 35 million views, 400,000 comments, and countless reactions.
On the other end of the spectrum, creators like Abhishek Malhan, or @FukraInsaan, have used their dedicated fanbase, the Panda Gang, to achieve remarkable success. Their unwavering support, including voting livestreams, episode reactions, and live meetups, was instrumental in Malhan’s journey on the popular reality show Bigg Boss.
Capitalising on Fan Culture
80% Gen Z fans like brands that engage with things they’re a fan of.
McDonald’s used the power of anime fandom by launching a campaign called “WcDonalds”. They even created their own version of an AMV (anime music video), which is a fan-created music video featuring anime clips.
Then there are international creators like @MrBeast who are savvy to their Indian fanbase, and teamed up with local creator @Mythpat to dub a special video in Hindi. And when @IShowSpeed visited India, he was sure to create a fan favourite moment by collaborating with singer Daler Mehndi, whose songs often feature in the creator’s livestreams.
Creators and producers must be responsive to the latest trends and even nurture it.
Fan-Driven Pop Culture
83% of Gen Z consider themselves to be “creators”.
Last year, a whopping 91% of Gen Z fans engaged in fan-related activities.
Today’s fans are quite aware of their influence and know the value their engagement brings to the things they love. Moreover, creators and brands involve fans in every stage of the process—right from concept development to release.
What’s In It For You?
Let’s dive into YouTube’s creator economy and discover how tapping into fandom can boost views, engagement, and community.
- Your fans are your co-creators: Your success isn’t just about solo content. The popularity of fan creations often exceeds that of the original work. Follow what your fans are creating to understand what your audience likes and engages with in your own content.
- Share the spotlight: Let your fans be creative. Encourage them to put their spin on your content. They’ll remix your work anyway, so embrace it. Don’t hold your creations too tight. Let fans reimagine them. When you give them room to play, it not only boosts your cultural impact but also gets you more loyal fans.
- Show your fans who you really are: Connect with your fans by delving deep into your passion. Even unrelated topics can deepen your bond. Be authentic and respond to what they are passionate about to build more authentic connections.
- Don’t be afraid to explore new interests: YouTube has turned niche interests into global passions. Don’t be afraid to dive into what’s trending, even if it’s unfamiliar. You never know what will take off. Tomorrow’s big thing could start small.
Fueled by AI and accessible video tools, fans are becoming co-creators. The YouTube Culture and Trends Report 2024 showcases how brands can engage with their fan base before they become irrelevant.
Offer tools, resources, and merchandise that inspire creativity and collaboration. By nurturing a strong fan community, brands can ride the wave of pop culture evolution.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
