1、4th Annual Study Decoding Fan IdentityA“FAN”IS NO LONGER A BINARY DEFINITION YET A MORE DYNAMIC AND COMPLEX CLASSIFICATION ROOTED IN FAN IDENTITYFan IdentityCulture defining entertainment&gamesWhy this matters to marketersWE ARE GOING INSIDETHE WORLD IS TALKING ABOUT ENTERTAINMENT AND GAMES MORE THA

2、N EVER BEFORE LEADING TO HEIGHTENED INTERACTION ACROSS TV,MOVIES&GAMES YOYHOW DID YOU HEAR ABOUT NEW ENTERTAINMENT OR GAMES?FRIENDSFAMILYSOCIAL MEDIAREVIEWSSTREAMING PLATFORM RECOMMENDATIONSADVERTISINGFAN CONTENTINFLUENCERSONLINE ARTICLESIN THE PAST MONTH74%STREAMED SHOWS+9%YoY53%HAVE PLAYED A CONSO

3、LE GAME+12%YoY35%HAVE PLAYED A PC GAME+4%YoY29%WENT TO A THEATER+45%YoYWE ARE LEFT WITH MANY US FAN BASES ALONE HAVING MORE SCALE THAN MASSIVE AUDIENCE GROUPS IN THE USUS Marvel fans 13-54-That is more parents in the US81MMUS Fortnite fans 13-54-More than MEN 18-49 in USUS Star Wars fans 13-54-More

4、people all of GERMANYThe AdvocateThe IntentionalistThe CulturistThe FlirtPersonal IdentityPersonal PreferenceFOMOAdd it to the listThe Advocate is deeply invested in the IP that is part of who they are.They were likely introduced at a very early age or by someone that made a personal recommendation

5、and have only engaged deeper and explored more since then.The Intentionalist is influenced by advertisements/reviews,cast&crew and content themes.They are leaned into what they are watching and playing and make conscious and intentional decisions and actions based on their fandoms.The Culturist is h

6、eavily influenced by the buzz and cultural relevance around a release.This group is less likely to be influenced by genre or content elements,so as long as there is buzz around it,the culturist and ready and able to engage,The Flirt is the least engaged audience within the fanbase yet still importan