THE STATE OF FANDOM 2020

The State of Fandom 2020 is our 2nd annual research report about the changing mindset of fans. This year’s report is loaded with all the information you need to know about how COVID-19 has changed fan engagement with entertainment and how best to reach your audience – with exclusive, in-depth insights that only Fandom can deliver.

State of Fandom Live Event

On October 20th, at 10am PST, 1pm EST, 6pm GMT, join Fandom for a 45-minute jam-packed, fan-forward virtual review of this year’s research hosted by Trisha Hershberger and featuring:

  • Honest Trailers (image/logo?)
  • Special guest appearances by Paul Scheer, Martin Kove and Dr. Drea Letamendi (headshots)
  • Live Fandom 5 trivia

(Headshots of all the talent including hosts of trivia and the event at large – as of right now, only Paul Scheer & Martin Kove… maybe Dr. Drea Letamendi)

This is not your typical research review, and you won’t want to miss it!


ENTERTAINMENT: THE MISSING LINK

After being stuck at home for the majority of 2020, 74% of fans report spending more time with entertainment.

But that’s only part of the story: While fads like sourdough starters and puzzles came and went, entertainment stayed strong throughout quarantine because it provided people with the one thing they were missing most during lockdown:

CONNECTION.

What’s more, 45% of consumers agree Covid-19 has permanently changed the way they engage with entertainment and 91% of fans who developed new entertainment interests will keep them post-pandemic.

Fandom identified four trends that suggest how this search for connection has changed fan behavior at a macro level:


One in every two fans reported spending more money on at-home entertainment as a way to improve connection with those inside and outside of the home. For example, we saw a 128% increase in traffic on our Trolls community as parents raced to ante up for World Tour’s VOD release.


There was a 54% year-over-year increase in fans who used entertainment to cope/mentally relax. We all leaned into fantasy content like the dystopian Hunger Games franchise (+589%) to escape the equally dystopian real world.


Fandom experienced a 78% uptick in interest in nostalgic content. 60% of fans used that classic content as a way to connect with their families and share what they love with others in an otherwise solitary time.


65% of gamers claimed they were motivated to play more often to spend quality time with friends and family. Gaming was democratized as female gamers, parents with young kids and gamers over 35 all spent more time with controllers in their hands.

Fans Are Eager for Brands To Join In On The Fun

  • 56% of consumers think more positively about brands who have provided entertainment during these times
  • 78% are more likely to buy from brands that support their entertainment/gaming interests.

Want more information on the State of Fandom?

Download an executive summary of this year’s research:

INTRODUCING FAN DNA

The State of Fandom is built on top of Fandom’s unique and incredibly deep storehouse of data on digital fan behavior – data that shows what’s trending across entertainment and why.

Now, for the first time, we’re unlocking that data for our our clients.

FanDNA allows our clients to tap into data, insights and custom research reports about the mindset and behaviors of more than 315M global fans. Tune into the live State of Fandom broadcast for more information how you can tap into FanDNA and find out what your fans REALLY think.

Go deeper on all these trends (and what comes next) at the live State of Fandom broadcast!


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