How the Fandom Journey builds loyalty.
Fan Voices: FandomIQ blog -How the Fandom Journey builds loyalty
When it comes to fandom, the process matter more than the payoff. In an era dominated by AI and instant access, learn how to the fandom journey builds loyalty authentically and sustainably. “Superfans” remain the headline topic for the entertainment industries, in music and beyond. They are the biggest cheerleaders amongst their peers, the most engaged on social media and streaming, and the highest spenders across the board.
There is a certain irony, then, that the other headline topic is AI; a technology that promotes passive engagement and does everything for you with utmost ease. AI and its adoption are emblematic of the flip side of this coin, but it is not alone. Much of innovation in entertainment over the last two decades has optimised ease, efficiency, and economy across the board – from making entertainment to accessing it.
Hypebot / MIDiA Research
There’s a formula to loyalty: super-fandoms have mastered it.
Fan Voices: FandomIQ blog -There’s a formula to loyalty, super-fandoms have mastered it.
Four ways to build fandom and rethink traditional customer-building approaches.
Building super-fandom isn’t an art, it’s a science with a proven formula that brands can learn and replicate. The most successful fandoms, like Taylor Swift’s Swifties, follow predictable patterns centered around building strong emotional architecture around a shared idea to generate a sense of belonging. Mastering this formula is integral for brands seeking lasting loyalty as it’s the only reliable path to transforming casual consumers into passionate advocates who drive real business impact.
Fast Company / IMPACT Council / Andy Zimmerman
New Research Reveals Fandom is a Family Affair and Brands are Missing a Trick
Fan Voices: FandomIQ blog -Fandom is a Family Affair and Brands are Missing a Trick
75% of families actively share fandom moments and in 89% of households, kids play the key role in discovery.
New research from Kids Industries (KI) has revealed that fandom is no longer a solo pursuit. Families today aren’t just consuming together – they’re actively sharing, shaping and spreading the fandoms they love across an ever-widening range of categories. These findings challenge outdated notions of how fandoms function - who drives them and how experiences are enjoyed.
License Global
REPORT: 2025-global-f1-fan-survey-insights
Fan Voices: FandomIQ blog -2025-global-f1-fan-survey-insights
Formula 1 fandom is evolving, and it’s younger, more diverse, and more plugged-in than ever. According to the 2025 Global F1 Fan Survey, released by Formula 1 and Motorsport Network, the sport is in the midst of a generational and cultural shift, with women, Gen Z, and US fans emerging as powerful forces shaping the future of the grid.
Conducted every four years, the survey gathered insights from more than 100,000 self-identified F1 fans across 186 countries. The results confirm what has been building over recent seasons: Formula 1 is no longer just a motorsport; it’s a cultural phenomenon.
The Full Report can be found here: F1 Fan Report
Sports Tourism News / F1 / Motorsportnetwork.com
FANS WANT MORE - Momentum data shows fandom getting stronger in post-COVID sports world.
In a recent study by Momentum, 73% of self-identified fans said their interest in sports increased over the past five years. And while a pre-pandemic comp is missing, it’s noteworthy that a whopping 93% of the online survey respondents “believe fandom for their favorite team or sport will have a strong and vibrant community 10 years from now,” while 88% see themselves “being a fan until they die.”
The survey was taken last August across Canada, France, Germany, Italy, Spain, the U.K. and the U.S.
Sports Business Journal / Momentum Worldwide
Scientific Report: Fandom Biases Retrospective Judgments Not Perception
Abstract
Attitudes and motivations have been shown to affect the processing of visual input, indicating that observers may see a given situation each literally in a different way. Yet, in real-life, processing information in an unbiased manner is considered to be of high adaptive value. Attitudinal and motivational effects were found for attention, characterization, categorization, and memory. On the other hand, for dynamic real-life events, visual processing has been found to be highly synchronous among viewers. Thus, while in a seminal study fandom as a particularly strong case of attitudes did bias judgments of a sports event, it left the question open whether attitudes do bias prior processing stages. Here, we investigated influences of fandom during the live TV broadcasting of the 2013 UEFA-Champions-League Final regarding attention, event segmentation, immediate and delayed cued recall, as well as affect, memory confidence, and retrospective judgments. Even though we replicated biased retrospective judgments, we found that eye-movements, event segmentation, and cued recall were largely similar across both groups of fans. Our findings demonstrate that, while highly involving sports events are interpreted in a fan dependent way, at initial stages they are processed in an unbiased manner.
Nature.com / Markus Huff, Frank Papenmeier, Annika E. Maurer, Tino G. K. Meitz, Bärbel Garsoffky,. Stephan Schwan
Why Minecraft Movie Fans Are Getting Rowdy and Going Viral — Explore Parasocial relationships, community, and emotional contagion among Minecraft fans.
Key points
Watching "A Minecraft Movie" with other fans brings a welcome sense of community and belonging.
Parasocial relationships with fictional characters make seeing them on the big screen exciting.
A theater full of passionate fans amplifies their excitement and joy through emotional contagion.
Considering others who might be impacted can help fans decide how to express that excitement.
In the 1970s, Rocky Horror was a cult hit, inspiring a passionate fanbase. The film’s intentionally campy vibe and songs that invited singing along, in addition to a cast of characters who resonated with every teenager who felt like they didn’t fit in, made those midnight viewings my first experience of a participatory fandom. We didn’t just watch the movie, we became part of it. People dressed up as their favorite characters and danced in the aisles (to the "Time Warp," of course).
Psychology Today / Lynn Zubernis Ph.D.
The Fandom Phenomenon: How consumers, creators, and advertisers benefit from podcast fandom
How do you capture your audience’s attention? You can text them, email them, pay to reach them on social and search, or even fly a blimp over their house—but real influence starts with trust.
There’s no singular source of truth for potential customers, but if there were, it would sound a lot like Wondery. As Amazon’s premier podcast studio and network, Wondery is home to some of the most trusted and influential hosts in the industry, including Dax Shepard, Jason and Travis Kelce, and Keke Palmer.
Shows like Armchair Expert, New Heights, and Baby, This Is Keke Palmer consistently top charts and garner numerous awards recognition, including NAACP Image Awards, GLAAD Awards, the Variety Creative Impact in Podcasting Award, Webbys, Gracies, and The Ambies.
With listenership and advertiser interest continuing to grow across this emerging channel, one must ask: What is it about podcasts that keeps consumers coming back for more? Wondery’s latest research study, The Fandom Phenomenon, sought to uncover just that.
Marketingbrew.com / Wondery, Amazon
Cannes Lions Retrospective: 3 Reasons Why Fandom Can Be a Marketer's Superpower
CANNES, France 2024 —Brands whose marketing strategies overlook fan communities are leaving their most valuable audiences untapped, executives shared at a group chat on Monday at ADWEEK House in Cannes. Michael Sugar, CEO and founder of Sugar23, moderated the panel, which included Alyssa Buetikofer, vice president and CMO of McDonald’s Canada, and Stephanie Fried, the CMO of Fandom. The executives discussed the power of connecting with audiences in fan communities and through online forums surrounding sports, entertainment, music and gaming. All three executives are well-versed in the subject. Sugar, an Oscar-winning producer, has been recently helping brands connect with popular celebrities who inspire fandoms.
AD Week
Fandom and marketers: Here’s what the numbers say
From pop stars to sports, fandoms can be a great benefit to marketers, but not without risks, according to a recent Kearney report.
Marketingdive.com/Kearney
