Young People See Oshikatsu Fandom as Way to Enrich Personal Life
Fan Voices: FandomIQ blog -Young People In Japan See Oshikatsu Fandom as Way to Enrich Personal Life. Survey of 20,000 full-time employees on their attitudes toward "supporting their favorite idols and their work".
“Oshikatsu" refers to a form of consumption in which people spend money on things they support, such as celebrities, anime and game characters, or trains. It has been attracting attention in recent years due to its distinctive consumption style among young people.
The practice of oshikatsu, vigorously expressing fandom for a musician or other entertainer, or even a fictional character or inanimate target of support, is nothing rare in Japan, with nearly 30% of working-age people—and around half of those in their twenties—taking part.
Oshikatsu refers to activities that people do to support their favorite idol or object, such as an entertainer, athlete, or other celebrity, an anime or game character, or even an inanimate target of affection like a particular railway line. These activities range widely, from attending events to purchasing goods.
Oshikatsu is a Japanese term for the activities fans engage in to support their favorite person, character, or thing. The word combines "oshi" (推し), meaning "one who is supported," and "katsu" (活), meaning "activity". Oshikatsu can involve buying merchandise, attending concerts or events, sharing content online, and creating fan art, and it extends beyond idols to include characters, athletes, and even hobbies like trains or food.
Now it’s time to measure oshikatsu, but who will and who can ? That is where Fandometrics™️ comes in….
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The full research report: Read Here
Nippon.com / Mynavi Inc.
The Language of Fandom
Fan Voices: FandomIQ blog -The Language of Fandom
Professor Venkata S. Govindarajan studies how language reflects the ups and downs of professional sports fandom. If you’re a fan of sports, you’ve almost certainly engaged in passionate discussions and debates with your favorite team’s fellow supporters during a game.
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Professor Venkata S. Govindarajan, Ithaca College
How ‘KPop Demon Hunters’ Became One of Netflix’s Biggest — and Most Unexpected — Hits, ‘Fandom isn’t slowing down’
Fan Voices: FandomIQ blog -kpop-demon-hunters-success-netflix-Fandom
Directors Maggie Kang and Chris Appelhans and Netflix film boss Dan Lin weigh in on how a unique concept and authenticity propelled the animated feature into long-term success.
The animated feature has officially shot to the No. 4 spot on Netflix’s most popular English-language films list with 158.8 million views, according to data released Tuesday. The project — which chronicles the adventures of Huntrix, a girl group comprised of three members who just happen to also fight monsters from the underworld — has been a surprise hit for the streamer, and its soundtrack has spent several weeks in the top 10 of the Billboard 200 chart. Demon Hunters has done surprisingly well considering the fact it is original IP, something of a rarity in successful animation in recent years. Going into the film, Netflix execs say they knew they had an audience who would tune in, but the scope of Demon Hunter’s reach has grown far past that initial target demographic.
“We knew younger female audiences and K-pop [and] anime fans would love this film, but it’s been incredibly gratifying to see it embraced by an even broader audience and become a favorite film for both adults and kids,” Dan Lin, chairman of Netflix, film tells THR. “Adults are watching the movie with their friends or other family members, kids are watching with their friends and siblings.”
The Hollywood Reporter
How movie fandom impacts buying behavior.
Fan Voices: FandomIQ blog -How movies impact fans’ buying and engagement
Movies provide fans with lifelong escapism and community that brands can leverage long after the box office closes.
Movies and entertainment foster this kind of fandom and community, which impacts consumer buying behavior. Even now, if you spot a piece of merchandise branded with your favorite movie out in the wild, you’re likely to interact with it or purchase it simply because it’s related to a special film or memory.
This relationship between consumers and brands can be leveraged across the entire lifecycle of a piece of entertainment. From pre-premiere buzz to post-credits debriefings, brands can engage with audiences using what Amazon Ads and Crowd DNA dubbed “the ripple effect.”
Marketing Brew / Amazon Ads & Crowd DNA
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
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
