On Our Minds: Is Broadway Ready for the New Frontier of Fandom?

Summer is a great time to be a superfan. Whether you’re still thinking about Comic-Con’s reveal of Robert Downey Jr. returning to the MCU as Dr. Doom, D23’s electric performance announcing that The Greatest Showman will be adapted for the stage, Roman Reigns’ epic return at WWE’s SummerSlam, or how many coveted items you snagged from the marketplace at our own BroadwayCon, there’s a seemingly endless supply of passion across every corner of the entertainment industry. That’s why we couldn’t be more excited about a recent study from the YouTube Culture & Trends team that explores just how much fans’ relationships with their favorite brands, artists, athletes, and entertainment properties have evolved. We’re sharing three of the stats that have us inspired:?

• 80% of fans (online 14-44 year olds who identify as fans) use YouTube to consume content about the person or thing they’re a fan of at least weekly. While the rise of other video is not new and the growth of other social platforms cannot be dismissed, Broadway can be prioritizing YouTube in a much more meaningful way beyond a passive library of our video content.?
• 66% of Gen Z Americans agree that they often spend more time watching content that discusses or unpacks something than the thing itself. Fans want to spend more time with our stories, which is great! What can Broadway be doing to empower consumers-turned-creators to create compelling content on our behalf?
• 74% Gen Z fans surveyed (online 14-24 year-olds who identify as fans) agree they like seeing brands engage with things they’re a fan of. This serves as a much needed reminder to not only push our own messages and references, but truly listen to our audiences and engage with the topics and use the references they care about.?

To us, the mandate is clear and the opportunities are as endless as the passion of our fans. It’s time to embrace the fact that audiences don’t just consume their favorite content. In this new frontier of fandom, they’re talking about it, analyzing it, and remixing it. They’re no longer our cheerleaders and advocates, but they are also our collaborations and active participants. They want content that lets them live in the world and talk about it long before and long after they ever step foot in the theater. We can’t wait to see how shows, on their own and collectively, seize this moment.?

To get exclusive access to Situation's weekly industry insights, subscribe to Broadway Briefing Pro here: https://broadwaybriefing.com/pro/