On the 10th anniversary of YouTube FanFest, held annually in Mumbai, the streaming giant has released a dynamic “Power of Fandom” report in partnership with research company SmithGeiger.
The culture and trends report showcased the rise of “fandom” as a powerful and dynamic force that shapes trends, communities and the entertainment industry itself.
Ishan Chatterjee, Director of YouTube India, has identified four distinct cohorts of fans: “Today, fandom isn’t just a one-size-fits-all label. It’s a spectrum of engagement: casual fans like and comment. Big fans react and join the trends. Super fans create fan art and remixes. And professional fans? They’re remaking movie trailers in video games! This layered approach creates multiple entry points, making it easier than ever for new fans to join in and for existing fans to deepen their connection.”
‘Today, fans are not just passive consumers; they’re active participants, shaping the conversation, forging communities, and blurring the lines between fan and creator.’
The report highlighted three key trends: The Rise of Layered Fandoms; The Infinite Diversity of Fandoms; and Fandom as an Accelerator for Creative Expression.
It also reported several data points, which will motivate YouTube’s strategy going ahead. Namely, according to the report: 93% of online Gen Z fans (14-24 years) use YouTube to consume content about the person or thing they’re a fan off at least weekly. Even more strikingly, 62% of Gen Z report that they belong to a “fandom” that no one they know personally is a part of.
These demographics aren’t just consuming content: they’re actively shaping and creating it. YouTube’s desire to cater to this internet-savvy generation is clear with their launch of several new formats like #Shorts and intuitive editing tools.
The report also noted, ‘Creators are often objects of fandom and fans at the same time. They are experts in how to foster fandom online because, as fans, they know what fans want, and as creators, they know how to use the technology and platforms available to them. As they build their own audiences and fandoms, they expand the reach of the things they’re fans of.’
The event was a lead-up to the 10th edition of the symposium, to be held on August 1. You can read the full report here.
