YouTube recently unveiled its Culture and Trends report for 2024, with a spotlight on fans and 'fandom'. The report highlights the shift from fans being merely content consumers to becoming creators themselves. Here is an overview of the key points discussed in the report:

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What is ‘fandom’?

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According to KR&I’s Fandom Institute, fandom is a relationship between people and their object of interest, which is relatable, elevated, and inspiring. With the advancement of technology, fans’ relationships with their favorite creators, artists, and entertainment forms have deepened and become more interactive. Fandom has evolved from just a pastime to an important part of peoples’ identities and community connections. 

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The Cycle of Fandom

Fan content now extends far beyond original material, creating trends, memes, fancams, explainers, reaction videos, fan art, and video essays. This attracts audiences and engages creators and brands, creating a mutually beneficial relationship. Fans have become active participants, creating videos to express their devotion and connect with other fans.

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80% of fans (ages 14-44) use YouTube to consume content about their interests weekly.

85% of people online (ages 14-44) describe themselves as fans of something or someone.

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Niches of All Sizes

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YouTube has become a hub for both massive fan communities and niche interests. For example, Taylor Swift’s community of “Swifties” on YouTube helps new fans dive deep into every different element of the musical star, from her backstory to her marketing strategies. On the other hand, channels like @11foot8plus8, which focuses on a single low-hanging bridge in North Carolina, show just how specific some of these niches are.

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Supersizing Cultural Moments

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Fan-driven content not only expands cultural moments but also prompts viewers to reinterpret these moments through various lenses. Sometimes, the fan content outshines the source material. For instance, the release of the Grand Theft Auto VI trailer inspired fans to create reaction videos and breakdowns, amassing millions of additional views.

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66% of Gen Z Americans often spend more time watching content that discusses or unpacks something than the original content itself.

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Fans and Brands

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Brands have started to tap into fan culture to engage with audiences more effectively. For example, McDonald’s capitalized on its frequent representation in anime by launching a campaign featuring its own version of an AMV (anime music video), leading to insane engagement and billions of views for related content.

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74% of Gen Z fans appreciate seeing brands engage with things they’re fans of.

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Fan-Driven Pop Culture

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The report claims that “fan culture has become the central driver of emerging popular culture”. 

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65% of Gen Z respondents consider themselves creators.

8% of Gen Z identify as professional fans who earn money from their creations.

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YouTube’s Tips for Creators in Incorporating Fandom  

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• Monitor Fan Content: Understand what resonates with your audience by following fan creations closely.
• Be Responsive: Engage with fan passions and talk about your own, even if they aren't directly related to your content.
• Embrace Niche Interests: Lean into new phenomena that people are becoming fans of, as today’s niche can become tomorrow’s mainstream.
• Encourage Creativity: Allow fans to remix and remake your content to strengthen your connection with them.

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You can read the full report here.

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