Fandom’s fourth annual report revealed that more than a third of Marvel fans say they’re tired of the constant release of Marvel Cinematic Universe content.
Although Marvel has developed several TV shows over the past couple of years, Fandom wiki traffic indicates that the box office releases still draw in a good number of viewers. In other words, these fans may complain of fatigue, but they still watch the movies and shows.
This year’s “Inside Fandom” report, which will be discussed in a live webinar hosted by actor, writer and producer Colton Dunn at 1 p.m. ET on Thursday, also used first-party data to break down four segments of identity of different fans: The Advocate, The Intentionalist, The Culturalist and The Flirt.
Fandom leverages first-party data from its high-traffic platform (with over 300 million users) as well as a global study of 5,000 fans in the US and UK to compile these results.
“Reaching consumers in an impactful way is not a one-size-fits-all formula. Understanding the spectrum of fan identity and how it affects fan behavior has never been more critical in the ever-expanding entertainment landscape,” said Perkins Miller, CEO of Fandom. “Our FanDNA data platform provides invaluable insights to help our partners develop sophisticated and effective campaigns that will resonate with the exact fan segment to grow viewership and play.”
Supporters invest in the intellectual property on which a project is based. They’re in it for the long haul, incorporating their franchises into their lifestyle, buying merchandise, writing fanfiction and more. Franchises that attract ‘Advocates’ include Marvel Cinematic Universe, ‘Harry Potter’, ‘Stranger Things’, ‘Rick and Morty’, DC, ‘Zelda’, ‘Star Wars‘, ‘Mario’, ‘The Boys’ and “The Simpsons. This comprises 24% of the average fan base.
Intentionalists don’t try to multitask while consuming their favorite shows or movies. Giving their full attention to whatever they watch leads intentionalists to make thoughtful decisions and form informed opinions within their fandoms. Intentionalist franchises include “Sex Lives of College Girls”, “Zelda”, “Breaking Bad”, “HandMaid’s Tale”, “Diablo”, “Game of Thrones”, “True Blood”, “Dragon Ball Z”, “Rick & Morty” and “Only Murders in the Building”. This represents 31% of the average fan base.
This information feeds into other data points reported by Fandom’s study, such as Fandom’s prediction that “Sex Lives of College Girls” Season 2 will surpass Season 1 in overall viewership.
Fandom has determined that the Marvel and “Sex Lives” fanbases contain higher concentrations of advocates and intentionalists, leading to “a more leaning and always-on fanbase,” according to data and the wiki website.
Over 60% of the “Sex Lives of College Girls” audience identified as advocates and intentionalists.
According to Fandom’s report, 81% of existing “Sex Lives of College Girls” fans plan to watch the second season.
As for the other two fan types detailed in the report – which used three case studies to demonstrate the breakdown – culturalists (24% of the average fanbase) gravitate to pop culture works based on buzz and popularity. cultural relevance, particularly around a release, including meme culture. Fear of missing out (FOMO) causes them to keep up with the times so they can participate in the conversation. Culturalists watch “Scrubs,” “Chicago Fire,” “Ted Lasso,” “The Sopranos,” “Handmaid’s Tale,” “Boardwalk Empire,” “True Detective,” “The Challenge,” “Parks & Rec,” and “It’s Always Sunny in Philadelphia.
Flirts (21% of the average fanbase) provide the least engaged audience as they watch based on their whims and mood. Major franchises for Flirts include “Frozen”, “The Office”, “TMNT”, “SpongeBob”, “Sonic”, “SouthPark”, “Friends”, “The Bachelor”, and “Real Housewives”.
“The words ‘fan’ and ‘super fan’ are constantly used to describe entertainment consumers, but these terms are too generic for today’s entertainment world – fandoms are complex,” said Stephanie Fried, CMO from Fandom. “Understanding the layers of fan identity and authentically connecting to them at the right time and place will be key for marketers looking to maximize the success of streaming, theatrical and video game releases. .”
Here are some other fascinating takeaways from Fandom’s study:
- Advertising is the second most common way Intentionalists discover content and they are 15% more likely to be influenced by advertising compared to any other fan identity group.
- Fans are 125% more likely to watch/play on release day, while Intentionalists are 41% more likely to watch/play within the first two weeks of release.
- Cultivators will tune in within the first month of release, followed by flirts watching whenever they have time
- Viewership is not guaranteed and a pre-existing connection with the IP does not mean that a fan will automatically watch/play an upcoming release:
- 52% of a fanbase are hesitant to watch/play a new release, meaning even mainstream audiences aren’t guaranteed at launch.
- 36% of Marvel fans are tired of Marvel content while 20% of DC fans say they are tired of DC content
- Looking at these two percentages, Marvel fans are 84% more likely to be tired of Marvel content compared to DC fans with DC content.
- The difference between these stats is that the 36% and 20% are fan base percentages. The 84% (index 184) is a propensity index measure showing the relative fatigue of Marvel fans compared to DC fans.