FANS: The Undisputed Architects of Modern Pop Culture

A new YouTube Culture & Trends report definitively establishes fandom as the dominant force shaping contemporary culture. Rigorous analysis of online behavior reveals a paradigm shift in video consumption, with a staggering 85% of individuals identifying as fans. Far from passive consumers, today’s fans are active co-creators, and YouTube serves as their primary platform for immersion, discovery, connection, and expression.

A SmithGeiger study underscores the platform’s centrality, with a remarkable 80% of online fans (aged 14-44) engaging with fandom-related content on YouTube weekly. Through in-depth trend analysis, collaboration with the Fandom Institute, and comprehensive surveys conducted by SmithGeiger, the YouTube Culture & Trends team has identified three key drivers of fandom’s influence and actionable strategies for brands.

Gen Z: The Creator Economy’s Vanguard Gen Z is at the epicenter of a content creation revolution. Armed with tools like YouTube Shorts and generative AI, 65% of this generation actively produces content, from fancams to reaction videos. The impact is undeniable: fan-generated content often eclipses original material in viewership, as evidenced by the Met Gala 2024, where fan videos amassed over 550 million views compared to the official livestream’s 14 million.

Brand Action: Empower fan creativity by providing remixable assets and authentically engaging with fan interests.

Creators: The Cultural Catalysts YouTube has become the go-to destination for fans seeking deeper engagement, with creators offering exclusive perspectives and analysis. A substantial 66% of Gen Z prioritizes content that deconstructs cultural phenomena. The viral success of reaction and analysis videos accompanying the "Deadpool & Wolverine" trailer exemplifies this trend.

Brand Action: Forge strategic partnerships with creators who cultivate strong fan communities. Collaborations like Reese’s dance challenge demonstrate the power of creator-driven brand engagement.

Fans: The Culture Makers Gen Z’s cultural landscape is increasingly defined by creator-driven projects. From Kane Parsons’ A24 horror film to VivziePop’s “Hazbin Hotel” on Amazon Prime, YouTube-originated content is breaking boundaries. This trajectory is accelerating, as illustrated by the animated comedy “The Amazing Digital Circus,” where fan-generated content achieved a staggering 25 billion views between episodes.

Brand Action: Align with creator-led franchises and leverage YouTube’s deep engagement through Creator Takeovers.

The Evolving Dynamics of Fandom

Contemporary fans are astute participants in cultural production, recognizing their pivotal role in shaping the content they consume. This paradigm shift necessitates a corresponding evolution in how brands and creators engage with audiences.

A prime example is the BTS ARMY, whose fervent dedication and creativity have become synonymous with the group's global success. By fostering a sense of community and empowering fans to create and share content, BTS has transformed their fanbase into a powerful force in the music industry. This strategy underscores the potential for artists to become integral components of fan-driven cultural ecosystems.

As generative AI and advanced video technologies continue to mature, fandom will increasingly serve as a catalyst for emerging cultural trends rather than a mere response to them. The proliferation of large, passionate fan bases demands a strategic approach from brands seeking to cultivate meaningful connections.

To effectively navigate this landscape, brands must:

• Empower fan creativity: Provide the tools and platforms for fans to express their passion through content creation.
• Cultivate deep fan engagement: Understand fan interests and desires to create authentic and resonant experiences.
• Leverage creator ecosystems: Collaborate with influential creators to tap into existing fan communities and amplify brand messages.

Sources

1.?Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=1000 online people aged 14-44.

2.?Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=847 online fans age 14-44.

3.?Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=350 online Gen Z respondents ages 14-24.

4.?Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=312 online Gen Z respondents fans age 14-24.

5.?Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=350 online Gen Z respondents ages 14-24.

6.?Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=847 online fans age 14-44. Average includes: TikTok, Instagram, X/Twitter, Tumblr, Reddit, Discord