YouTube Fanfest celebrates 10 years, releases culture & trends report
According to the report, 93% Gen Z (online) use YouTube to consume content about the person or thing they’re a fan of at least weekly
On the 10th anniversary of YouTube FanFest, held annually in Mumbai, the streaming giant released a culture, and trends report in partnership with research company SmithGeiger, entitled ‘The Power of Fandom,’ to a closed media briefing. The event was a lead-up to the 10th edition of the symposium, to be held on August 1.
Speaking at the media briefing prior to the event, which was converted subsequently into a blog, Ishan Chatterjee, Director of YouTube India, noted that YouTube’s report found four distinct cohorts of fans: “Today, fandom isn't just a one-size-fits-all label. It's a spectrum of engagement: casual fans like and comment. Big fans react and join the trends. Super fans create fan art and remixes. And professional fans? They're remaking movie trailers in video games! This layered approach creates multiple entry points, making it easier than ever for new fans to join in and for existing fans to deepen their connection.”
He recalled that a decade ago, at India's first-ever YouTube Fanfest, creators like Lilly Singh and AIB were greeted with a frenzy usually reserved for Bollywood royalty, signalling a seismic shift: fandoms in India were no longer confined to cricket and cinema. “Today, fans are not just passive consumers; they're active participants, shaping the conversation, forging communities, and blurring the lines between fan and creator.”
Chatterjee spoke to exchange4media about how the power of fandom was being recognized across the segment, including by celebrities, as most recently exemplified by Deadpool & Wolverine’s super-hero marketing efforts.
The report itself highlighted three key trends: The Rise of Layered Fandoms; The Infinite Diversity of Fandoms; and Fandom as an Accelerator for Creative Expression. It also reported several data points, which will inform YouTube’s strategy going forward.
According to the report, 93% of online Gen Z fans (14-24 years) use YouTube to consume content about the person or thing they’re a fan of at least weekly. 62% of Gen Z report belonging to a fandom that no one they know personally is a part of.’
It also noted, ‘Creators are often objects of fandom and fans at the same time. They are experts in how to foster fandom online because, as fans, they know what fans want, and as creators, they know how to use the technology and platforms available to them. As they build their own audiences and fandoms, they expand the reach of the things they’re fans of.’
“Fandom on YouTube is a dynamic force, reshaping how we interact with pop culture. It's more layered, diverse, and creative than ever before. And, it's only going to get bigger and more influential. As fans continue to express their passion in new and exciting ways, one thing is clear: The future belongs to those who understand and harness the energy of their fandoms,” said Chatterjee.
