2025年数字时代粉丝文化演变及其对品牌营销的影响研究报告（英文版）

How livestreaming is shifting fan engagementin the attention economyPAGE 9 Why women’s sports are the nextfrontier for brand growthPAGE 13 Why brands should reinvent sponsorshipsfor the digital fandom eraPAGE 23 How superfan expectations are reshapingbrand-fan relationshipsPAGE 30 +Leaders from Verizon, Molson Coors, Twitch,Pinterest, Aspen Institute and Parity, as well as aprofessional Swiftie share how livestreaming,social media and emerging markets are reshapingfandoms and how brands engage with them ContentsContents Perspectives and research Introduction 3How the fandom revolutionis changing the game forbrand growth Thought-provoking insights from industry leaders and Ipsos experts 20How sponsorships help brands tap intonew audiences for the long gameMolson Coors’Ann Legandiscusses how the Millerbrand engages both longtime fans and newer ones. 9How livestreaming is shifting fanengagement in the attentioneconomy Shifts Twitch’sRachel Delphinshares how to attract andengage fans on platforms in a changing world. 8How will fans move fromconsuming to influencing? 22Why earlier fan input is the secret to sponsorshipsuccess 12How fandom mashups can sharpen brands’marketing playbooks Tensions 23Why brands should reinventsponsorships for the digital fandom eraVerizon’sNick Kellysees technology changing howbrands serve fans in event sponsorships. 13Why women’s sports are the nextfrontier for brand growthParity’sAlana Casnerexplains how brands areshifting from sponsors to investors. 33 The opinions that willshape the future Future destinations 26How digital platforms will reshapebrands’ roles in fan communitiesPinterest’sNadine Zylstraexplains how she seeshuman vs. AI curation improving fan connection. 16As women’s sports grow in popularity, brandsneed to get in the game today 35 Implications: Where theopportunities are for… 17How to fix youth sports to build thenext generation of fans 29Why value proposition testing can spark fan loyalty The Aspen Institute’sTom Farreyshares how andwho can rebuild youth sports for a stronger future. 30How superfan expectations arereshaping brand-fan relationshipsTaylor Swift superfanKelsey Barnestakes usinside the changing mindset shaping fans. How the fandom revolution is changingthe game for brand growth Imagine it’s 2035. “Fandom is where I live,” said a teenage What the Futurereader. That’s likely not an exaggeration. Fans binge the showsand books themselves and immerse in the fan fiction andrelated Discord channels and livestreams. And vice versa.Interacting with fan content can drive people to become fans ofthe original content. All of this can be a massive time suck. Fan, remember, is short for fanatic And who’s more fanatic than the youth? Younger Americans(under age 34) are twice as likely to say they are fans of specificbrands and specific athletes than older Americans (ages 55+).They’re four to five times as likely to be fans of celebrities andinfluencers (often used to deliver brand messages andendorsements) and four times as likely to be fans of videogames, a channel to reach young people on. It’s also big business, and one that is increasingly digital as fansengage virtually across platforms, which you’ll see in this issue. Think about just some of the industries people are fans of:movies, music, sports, books and the individual entertainers,athletes and authors involved. Through creators and influencers,even fans have fans. Fandom has, for some, gone pro. All of this is good news for brands, because younger consumersare notoriously hard to reach and younger fans are more thantwice as likely to say they are more likely to buy products orservices from sponsors of things they are fans of. of Americans say they area fan of something. In the What the Future: Identity issue, cultural preferences (i.e.,things we are fans of) were among the most importantcomponents of how people think about themselves afteraspects of their physical selves and their lived experiences.In this issue, we explore the topic in much more depth. Fandom offers a powerful way in. You don’t even have to workwith the object of the audience’s fandom. Who hasn’t had aconversation about whether a band sold out? Fandom gives brandsa way to do an end run around that problem. Band won’t take yourmoney? Fine, support the fandom directly or its fan influencers. (Source: Ipsos survey conductedJan. 31-Feb. 3, 2025, among 1,112U.S. adults.) Powered byIpsos3 ‒Powered byIpsos Fandom is for the youth and that’s too bad Younger fans show stronger fan engagement and community connection People of color are also more likely to put the fanaticin fandom, according to the Future of Fandom survey.One demographic is sitting this out to some degree:older Americans. That’s a shame. Q. How much do you agree or disagree with the following? (% Agree) Fandom is a gateway to community, something thatolder Americans are generally seen as lacking. Perhapsthat’s because so much of fandom