Fandom：2022年度Inside Fandom粉丝报告（英文版）（36页）.pdf

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1、4th Annual Study Decoding Fan IdentityA“FAN”IS NO LONGER A BINARY DEFINITION YET A MORE DYNAMIC AND COMPLEX CLASSIFICATION ROOTED IN FAN IDENTITYFan IdentityCulture defining entertainment&gamesWhy this matters to marketersWE ARE GOING INSIDETHE WORLD IS TALKING ABOUT ENTERTAINMENT AND GAMES MORE THA

2、N EVER BEFORE LEADING TO HEIGHTENED INTERACTION ACROSS TV,MOVIES&GAMES YOYHOW DID YOU HEAR ABOUT NEW ENTERTAINMENT OR GAMES?FRIENDSFAMILYSOCIAL MEDIAREVIEWSSTREAMING PLATFORM RECOMMENDATIONSADVERTISINGFAN CONTENTINFLUENCERSONLINE ARTICLESIN THE PAST MONTH74%STREAMED SHOWS+9%YoY53%HAVE PLAYED A CONSO

3、LE GAME+12%YoY35%HAVE PLAYED A PC GAME+4%YoY29%WENT TO A THEATER+45%YoYWE ARE LEFT WITH MANY US FAN BASES ALONE HAVING MORE SCALE THAN MASSIVE AUDIENCE GROUPS IN THE USUS Marvel fans 13-54-That is more parents in the US81MMUS Fortnite fans 13-54-More than MEN 18-49 in USUS Star Wars fans 13-54-More

4、people all of GERMANYThe AdvocateThe IntentionalistThe CulturistThe FlirtPersonal IdentityPersonal PreferenceFOMOAdd it to the listThe Advocate is deeply invested in the IP that is part of who they are.They were likely introduced at a very early age or by someone that made a personal recommendation

5、and have only engaged deeper and explored more since then.The Intentionalist is influenced by advertisements/reviews,cast&crew and content themes.They are leaned into what they are watching and playing and make conscious and intentional decisions and actions based on their fandoms.The Culturist is h

6、eavily influenced by the buzz and cultural relevance around a release.This group is less likely to be influenced by genre or content elements,so as long as there is buzz around it,the culturist and ready and able to engage,The Flirt is the least engaged audience within the fanbase yet still importan

7、t for diving overall viewership.They have heard about the show,movie or game from someone else but will add it to the list until they are in the mood to watch/play,mostly looking for entertainment or games that that are easy to come in and out of of ones that will allow them to find common ground wi

8、th others around them.THE IDENTITY OF PROPERTY IS BROKEN DOWN BY Long Standing Fandom/Core Part of your identity/NostalgicPOINT OF INTRODUCTIONWHAT ESTABLISHED INTERESTIntroduced at an early age by a friend-37%Introduced at an early age by a family member-36%I cant pinpoint how I first heard about i

9、t-29%Storyline and/or character development-51%My preferred genre-31%The nostalgic feeling-35%(I138)HOW FANS INTERACTBEHAVIORUp to date with the series/know everything about it(55%)Develop deep connection to characters(55%)Rewatch/play prior to a release 54%ACTIVITES(all of them)Introduced to family

10、&friends 42%i128Merch&Collectables 31%i138Listed to the Sound track 28%i12836%Marvel32%Rick&Morty31%Harry Potter31%DC31%Star Wars31%Stranger Things30%The Boys30%The Simpsons28%Mario28%ZeldaFranchises with strong advocates-%of fanbase Aligned with personal interests|Connection to the story|FocusedPOI

11、NT OF INTRODUCTIONWHAT ESTABLISHED INTERESTI keep up with cast/crew that are involved 29%Nominated for an award 28%Saw an advertisement 27%Storyline and/or character development-44%Preferred genre-34%The way it caters to my mood-32%HOW FANS INTERACTBEHAVIORNever watch while doing other things i122AC

12、TIVITES(all of them)Introduced it to a friend or family member 34%Researched character/storyline 25%Merch/Collectibles 21%38%Sex Lives of College Girls37%Zelda37%Breaking Bad/BCS35%Handmaids Tale34%Diablo34%Game of Thrones34%True Blood33%Dragon Ball Z33%Rick&Morty33%Only Murders in the BuildingFranc

13、hises with strong advocates-%of fanbase Influenced by Meme Culture|Fomo|source of personal connectionPOINT OF INTRODUCTIONWHAT ESTABLISHED INTERESTI saw an influencer/someone I know talk about it 28%Water cooler talk 26%Recommended from my streaming service 26%The Hype&Buzz 30%(i147)The Cultural Rel

14、evance 20%(i121)HOW FANS INTERACTBEHAVIORWatch/play when there is nothing else to do 49%Watch to spend quality time with friends/family 47%Watch while doing other activities 47%ACTIVITES(all of them)Compared notes with family and friends(30%)Researched info on character information(26%)Listened to t

15、he soundtrack (23%)31%Scrubs30%Chicago Fire30%Ted Lasso29%The Sopranos29%Handmaids Tale29%Boardwalk Empire29%True Detective29%The Challenge28%Parks&Recreation28%Always SunnyFranchises with strong advocates-%of fanbase Low barrier to entry|simple storylines|Light EngagementPOINT OF INTRODUCTIONWHAT E

16、STABLISHED INTERESTI cant pinpoint how I first heard about it 37%i148I head about it on a podcast 33%I saw a influencer/someone talk about it on social 28%Low barrier to entry 28%124It allows be to be part of the conversation 26%HOW FANS INTERACTBEHAVIORWatch based on my mood 54%Watch/play when ther

17、e is nothing else to do 53%Watch to spend quality time with friends/family 47%ACTIVITES(all of them)Dont typically do activities around these fanbases 19%i144Read an article about it 18%Researched information 17%32%Frozen32%The Office28%TMNT26%Spongebob Squarepants26%Sonic25%Gilmore Girls25%South Pa

18、rk24%Friends 23%The Bachelor23%Real HousewivesFranchises with strong Flirts-%of fanbaseOn Average,half of a fanbase need convincing when it comes to watching a new releaseADVOCATES15%INTENTIONALISTS31%CULTURISTS&FLIRTSCount me in54%Count me outConvince me16.2%32.3%.51.5%Tapping into all Fan Identity

19、 buckets is crucial to maximizing overall engagement with an upcoming releaseTHE INTENTIONALISTTHE ADVOCATETHE CULTURISTTHE FLIRTTapping into all FAN IDENTITY buckets is crucial to maximizing overall engagement60%40%20%0%THE CULTURISTTHE FLIRTTHE INTENTIONALISTTHE ADVOCATE(Broken down by Fan Identit

20、y buckets)Each Fan Identity bucket feeds into overall engagement of a seriesWhen do you watch/play a new releaseCASE STUDIES:TODAYS CULTURE DEFININGENTERTAINMENT&GAMESWhy the Sex Lives of College Girls was the perfect recipe for successAND WHATS IN STORE FOR THE HIGHLY ANTICIPATED SEASON 2 RELEASE?T

21、he Premise:The series follows the the lives of four freshmen college roomates,covering their lives and interactions as they deal with different struggles and hardship that college brings.What we know:A classified success by HBO Max;generating a 76%increase in viewership throughout the seasonOVER 60%

22、OF THE FANBASE ARE ADVOCATES/INTENTIONALISTS,OUTANKING“CULT FOLLOWING”FRANCHISES LIKE DC&GAME OF THRONESSex Lives of College Girls23.6%37.5%20.7%18.2%ADVOCATES&INTENTIONALISTS BREAKDOWNTOP 10MEASURED IPTHE INTENTIONALISTTHE ADVOCATETHE CULTURISTTHE FLIRTWhat are women 18-24 most interested in?Charac

23、ters and storylines that are representative of my race or ethnicity i122Storylines that focuses on complex relationships&interactions i115Characters and storylines that I can personally relate to i114CONNECTION TO THE STORYLINE/CHARACTER DEVELOPMENT IS THE LEADING INTEREST POINT FOR YOUNG WOMENTOP C

24、ONTENT AND THEMATIC ELEMENTS FOR YOUNG WOMEN DIRECTLY ALIGN WITH THE PREMISE OF THE SHOWWhat are women 18-24 most interested in?Coming of Age i148Romantic Interaction i134Personal Struggles(i.e.mental health,morning etc.)i130Adults Topics(sex,drugs,alchohol)-i115POINT OF INTEREST FOR YOUNG WOMENThe

25、storyline and/or characters (44%)THE INTENTIONALISTStep 1Step 2Pre-release promotionViewers started to watch/establish a connection38%Of fans went down a rabbit hole establishing a deeper relationship with the seriesResearch charactersFan Fiction/TheoriesRead articles/podcasts about the seriesIntent

26、ionalist/Advocates started talking.Step 347%Socialized,with others about it28%Demonstrated their fandoms IRLInspired outfitsThemed partiesMerchI saw an influencer/online personality I follow talk about it-i175I keep up with an actor/across in it i132A friend specifically recommended it to me i118CUL

27、TURISTSFLIRTSTHE INTENTIONALISTTHE ADVOCATEA DEEPDIVE INTO MARVEL&DCWhat we know:There are 65,800,000 search results for what is better DC or MarvelIs any franchise really winning?THE MARVEL FRANCHISE HAS A HIGHER CONCENTRATION OF ADVOCATE AND INTENTIONALISTS LEADING TO A MORE“LEANED-IN”FANBASEMARVE

28、LDCKnow everything there is to know about the franchise/series i184Wait for someone else I know to watch/play first to see if it is good i126Replayed/watched a previous release prior to a new releasei163Choose to watch based specifically on my mood i129Make sure I am always up to date with the franc

29、hisei131THE INTENTIONALISTTHE ADVOCATETHE CULTURISTTHE FLIRTWHILE BOTH FAN BASES ENGAGE IN ACTIVITIES EQUALLY;MARVEL FANS ARE MORE ACTIVE ACROSS MOST ACTIVITIESMade it a permanent part of my life(i.e.tattoo,nickname,pet name etc.)Attended an event(con,screening,trivia)Sign up to a subscription servi

30、ce just so I can watchListened to the soundtrackWrite/Read Fan Theories/Fan FicDress up as a character for halloween or a themed party(i.e.birthday,bachelorette)Cosplay/Dress up for themed partyUsed it to find common ground with a friend or family memberDemonstrated my fandom in real life(screensave

31、r,home decor,phone case etc.)Researched information on the characters/storylineIntroduced it to a friend or family memberMerch&CollectablesGot into a debate or discussion with someoneCompare notes/thoughts with friends/familyParticipate in conversations on social media/discussion boardsRead an artic

32、le for news/updatesMarvelDCOf both Marvel&DC fans engage in activities around their fandomDC FANS ARE A FAN OF DC SUPERHEROES,NOT THE WHOLE UNIVERSE-AS A RESULT,THEY ARE MORE SELECTIVE WITH WHAT THEY WATCH AND FEEL LESS FATIGUEMarvelDCI am a fan of specific superheroes but wouldnt consider myself a

33、fan of the entire universeI would consider watching anything that is released within the FranchiseI feel fatigue from all the releases this year84%Of Marvel fans claim there is too much Marvel content to keep up withDC FANS ARE MORE INVESTED IN PRODUCT PLACEMENT COMPARED TO MARVEL FANSMarvelDCTHE CO

34、LLECTIVE MARVEL FAN BASE RALLIES BEHIND A RELEASE WHEREAS DC FANS RALLY AROUND THEIR SPECIFIC SUPERHERO FANDOMDCMARVELBATMAN%SOV of Community Page ViewsFor our global site,this was the largest cinematic release of the year so far,The Batman was released in theaters on March 4th,and since the premier

35、e,multiple Batman communities are trending include Batman(#1 trending movie/tv community),DC(#1 trending comics community)1.50%1.50%1.00%0.00%0.50%JANFEBMARMAYJUNEJULAPRSEPTAUGSO IS SUM OF THE WHOLE GREATER THAN THE PARTS?WELL,ITS JUST DIFFERENT!So what does this mean for aligning with a DC or Marve

36、l audience for your brand?Aligning with the DC franchise works best when you have deep root alignment with specific superheroes.Given the unification around Marvel,surrounding specific superheroes is less impactful than DC.Therefore,surrounding Marvel content across releases will gain the attention

37、of the wider Marvel fanbase.DC fans are+20%inclined to purchase products that feature their favorite favorite superhero through on-pack promotion vs packaging that does not meaning that having a deep alignment with characters is most impactfulWhile both DC and Marvel fans are likely to purchase a pr

38、oduct from an advertiser that sponsors or surrounds content related to their favorite superhero,Marvel fans are slightly more likely to do so(+10%)THE IMPACT OF A GAMES-AS-A-SERVICE MODEL ON THE LONGEVITY AND RETENTION OF A FANBASEBoth TOPCommunities on FandomSignificant updates every 6 weeks(19 Upd

39、ates)New events,quests,items,characters etc.Fans prefer traditional models over GaaS model because it requires less effort/obligationsThere is always something new and exciting to play in the gameI can play for freeI can experiment with the game to see if I like it before I spend any money on itI ca

40、n come in and out of the game as I chooseI can choose how much I want to spend through microtransactionsIt always gives me something to talk about with my friends/family58%50%41%37%23%16%What fans like about Gaas ModelsI dont want to sign up for a subscription to play a single gameIts too much work

41、to keep up withI dont have the satisfaction of beating the gameThe storytelling isnt as good as it would be through a traditional modelI wind up spending more money than I wish to in the gameThe quality of the game is not as good65%55%45%45%38%34%What fans dont like about GaaS ModelsZelda base is sk

42、ewed towards advocates&intentionalists where Genshin Impact has a more even distributionGENSHIN IMPACTZELDAGenshin Impact is more top of mind for fansFans are just tapping in when something is new and then slowly disengaging+145%more likely to mention it when describing yourself+67%more likely to ma

43、ke sure they are up to date with the franchise42%more likely to keep tabs on whats new19%more likely to come in and out of game playTHE INTENTIONALISTTHE ADVOCATETHE CULTURISTTHE FLIRTSo whats the current identity of each fanbase?have done an activity around Genshin Impacthave done an activity aroun

44、d ZeldaMAJORITY OF“ON-THE-FENCERS”ARE CULTURISTS OR FLIRTS SO IGNITING THESE AUDIENCES WILL BE KEY FOR OVERALL SUCCESSof this audience is culturist or flirtsZELDA72%OF THE CULTURISTS ARE ON THE FENCE64%OF THE FLIRTS ARE ON THE FENCEGENSHIN IMPACT67%OF THE CULTURISTS ARE ON THE FENCE52%OF THE FLIRTS

45、ARE ON THE FENCEGenshin ImpactZeldaWhy this matters to advertiser?Each Fan Identity bucket has a distinct role in driving overall engagement and viewership/users of a release however,introduction,interaction and intention varies.Understanding the relationship between these groups and authentically a

46、ctivating them at the right time and right place is key for maximizing success.IDENTIFY THE IDENTITY OF YOUR FANBASE AGAINST NORMSPROFILE THE IDENTITY OF THE FANBASECREATE THE STRATEGY THROUGH THE LENS OF KEY FOCUS AREASHow does the fan identity composition compare to genre and competitive norms?Is

47、the identity breakdown consistent with the content and thematic elements of the release?How has the composition changed over time(trended if possible)Get a more personal profile of the fanbase by going deeper than demographic and genre affinitiesHow are fans introduced,what is the point of interest

48、and how are they interacting with the releaseWhat is most important bucket to focus on?Why?Map out the full release cycles based on the strategy informed by key areas of focusHow does the strategy fit into the overall media mix-what does that mean for timing and platformHow has the composition chang

49、ed over time(trended if possible)ANALYZE THE BUILDING BLOCKS OF THE RELEASEPROFILE THE IDENTITY OF THE FANBASECREATE THE STRATEGY THROUGH THE LENS OF KEY FOCUS AREASWhat is the relative interest around the content themes and elements that align with the releaseWhat is the brenmark identity of a show

50、,movie or game within the similar inputsGet a more personal profile of the fanbase by going deeper than demographic and genre affinitiesHow are fans introduced,what is the point of interest and how are they interacting with the releaseWhat is most important bucket to focus on?Why?Map out the full re

51、lease cycles based on the strategy informed by key areas of focusHow does the strategy fit into the overall media mix-what does that mean for timing and platformCOMPARE GROUPS ACROSS FRANCHISES TO IDENTIFY HOW EACH FANBASE IS DIFFERENTLEARN THE NUANCES OF YOUR FANBASE TO ENSURE MEANINGFUL.IMPACTFUL

52、STRATEGIES ACROSS THE BOARD HARRY POTTER ADVOCATESTHE OFFICE ADVOCATESWrite or read fan fiction-Index 612Signed up for a subscription to watch-Index 424Write or read Fan Theories-Index 383Compare notes with a friend-Index 196Cosplay/Dress up for themed party-Index 230Got into a debate with someone-I

53、ndex 195Attended an event-Index 153Demonstrated my fandom in real life(screensaver,home decor,phone case etc.)-Index 131THE INTENTIONALISTTHE ADVOCATETHE CULTURISTTHE FLIRTStep 1.Identify the nuances of your audienceBREAK DOWN THE BASE FOR A TRULY INSIGHTS DRIVEN RELEASE STRATEGYPROFILING THE FANBAS

54、E AND ISOLATING AREAS OF STRENGTH AND WEAKNESS CAN MAP OUT STRATEGY ACROSS THE FULL MEDIA MIXThe CulturistThe AdvocateCompare notes/thoughts with friends/family-Index 318Made it a permanent part of my life(i.e.tattoo,nickname,pet name)-Index 500Got into a debate or discussion with someone-Index 224B

55、uy/sell collectables(figurines,nfts,toys etc.)-Index 196Read an article for news/updates-Index 168Introduced it to a friend or family member-Index 178Researched information on the characters/storyline-Index 149Cosplay-Index 164Used it to find common ground with a friend or family member-Index 126Wri

56、te/Read Fan Fiction-Index 149Step 2:Understand a“Fan”at a deeper levelTHE INTENTIONALISTTHE ADVOCATETHE CULTURISTTHE FLIRT22.5%29.9%26.6%21.0%THE TALKERSTHE LISTENERSINTENTIONALISTUtilize advertising,press etc.to drive awareness of the series and connect audiences to the storyline and charactersADVO

57、CATENaturally,a portion of the intentionalists will become advocates and their fandom grows deeperTHE CULTURISTHype and buzz around the series across all outlets will convert hype followers to viewersTHE FLIRTThey are likely the last audience to tap in but will have added it to their list and will t

58、une in when they have the timeNEW RELEASETHE TALKERSTHE LISTENERSADVOCATEActivate the Activists!This group will start to generate the hype and excitement by rewatching previous releases,discussing with others etc.INTENTIONALISTUtilize advertising,press etc.to drive awareness and consideration of the

59、 series to new or lapsed audiencesTHE CULTURISTHype and buzz around the series across all outlets will convert hype followers to viewersTHE FLIRTThey are likely the last audience to tap in but will have added it to their list and will tune in when they have the timeEXISTING IPSELECT AN IP THAT ALIGN

60、S WITH THE AUDIENCE&STRATEGYPROFILE THE IDENTITY OF THE FANBASECREATE THE STRATEGY THROUGH THE LENS OF KEY FOCUS AREASWhat is the target audience of your brand?What thematic elements,content themes,genres etc.does the audience tend to gravitate towards How deep is the brand alignment with the IP(i.e

61、.media,creative,on-pack promotion etc.)Get a more personal profile of the fanbase by going deeper than demographic and genre affinitiesHow are fans introduced,what is the point of interest and how are they interacting with the releaseWhat is most important bucket to focus on?Why?Map out the full rel

62、ease cycles based on the strategy informed by key areas of focusHow does the strategy fit into the overall media mix-what does that mean for timing and platformAligning within Entertainment&GamingThe 2022 Inside Fandom study is Fandoms fourth annual research report on the changing mindset of enterta

63、inment and gaming fans.This years report focuses on Fan Identity and uncovers how studios,streamers and gaming companies can understand fans at a deeper level and how to introduce,grow and evangelize their fan basesTHE 2022 INSIDE FANDOM REPORT OVERVIEW&METHODOLOGY Survey of 5,000 general entertainment and gaming fans aged 13-54 in the US&UK Analysis of Fandoms proprietary,first-party data from 2022