New research has revealed Australia’s fan industry is worth $4.3 billion, with 28 per cent of Australians considering themselves fans of something, representing an opportunity for brands to engage with new audiences to unlock growth.
The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, spoke to 1,400 people across 35 different fandoms in Australia to discover what they do, when they do it, why they do it, and how the marketing industry can effectively tap into it to make brands grow.
Released at Powered’s Big Ideas Store, the research revealed Australian fans each spend on average $909 per year on their particular fandom, with the fan industry worth $4.3 billion.
The research revealed that at the heart of each fandom lies a core value, with fans connecting with that value on an emotional level, rather than the specific subject matter of the fandom.
While the research acknowledged that few brands are successful in creating their own fandoms, it did suggest a brand can be a fan itself and connect with valuable customers through shared fandoms.
To do so, a brand needs to exhibit the three core ingredients of fandom: participation, investment and dedication, while also proving a value alignment. As well as that, brands must learn and abide by the rules of fandom.
“There is a real opportunity to tap into this largely untapped $4.3 billion industry, but brands have to be prepared to put in the effort, just like the fans they are trying to reach,” said Toby Boon, Powered’s Director of Strategy, Insights and Effectiveness.
“Ten per cent of fans are getting tattoos of their fandom, seven per cent are naming their children after it. These are the lengths fans go to in order to prove their fandom.”
Brands have the opportunity to align with either mainstream or challenger fandoms. Just like mainstream brands, mainstream fandoms uphold the status quo and support and promote the norms of the category or the world. Challenger brands, like challenger fans, subvert and try to change the rules and norms of the category or the world in order to become more accepted.
While challenger fandoms are less popular and socially accepted they make up a sizeable cohort of the Australian fan base, with one in three classed as challenger fans.
“For brands, there lies a real opportunity in taking a fandom from challenger to mainstream based on the fandom being able to borrow the mainstream equity of the brand,” said Boon.
Please login with linkedin to commentNine
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]