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Harness the power of fandoms to help drive growth and competitive advantage

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Fandoms present an untapped opportunity for brands looking to expand and monetize their consumer base. However, fandoms often have a life of their own beyond the intentions of the brand and engaging that fandom without a careful strategy can be costly.

This is where Deloitte's IndustryAdvantage™ approach can help. We leverage deep industry-specific experience, leading-edge capabilities, and future-focused insights that can help you better anticipate what fandoms want next and target the right capabilities to help you win them over.

As Media & Entertainment companies face increasing pressure to do more with less, understanding fandoms and the opportunities they present can sharpen your decision making, grow your share of time and wallet, and identify new opportunities for brand partnerships.

Top Questions—Answered

  1. What are fandoms? Fandoms are communities of individual people connected through a shared passion for the same thing. They often engage with that passion, and each other, in many ways both digitally and in real life -- such as watching 3rd party content, creating their own content, or attending events.
  2. Why are fandoms important? Fandoms represent many Americans, with nearly three quarters of respondents in our recent research considering themselves part of a fandom. But fandoms also present an opportunity for organic brand activation by expanding brand reach and generating down-funnel conversion in potentially untapped customer segments.

    Our research recently found that 50% of people surveyed report having purchased a product or service from a brand for the first time specifically because the brand partnered with their fandom. Examples include trying a new restaurant chain because your favorite musician loves going there or trying a new clothing brand because it had a line dedicated to your newest TV obsession.
  3. What should you know about fandoms? While fandoms are communities, fan bases are not monolithic. Fan communities are a vast interconnected network of interests, activities, identities, and values that brands can leverage to more authentically connect with people. But to leverage that authentic connection across the fandom, brands should understand the “why” behind their fans’ passions.

    Leaders should also be aware that fandoms may respond negatively if they feel a brand has gone against what those fans believe makes their fandom special or important.

    By harnessing the IndustryAdvantage™ approach, brands can learn how to navigate these complexities with confidence—and confirm that their engagement strategies are not only effective but also respectful of the unique dynamics within each fandom. This forward-looking methodology can empower brands to connect more authentically with their fans and achieve a sustainable competitive advantage in the industry.

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