Anatomy of Hype
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Everyone is a fan of something

Most of us participate in fandoms and engage in hype culture on some level. Some people collect merchandise while others create and share memes. Some line up at dawn to purchase tickets or get their hands on new sneakers, while others find joy in tuning into a livestream. What drives this passion, and what role do brands play in fueling fandom?

Group of people sitting on a couch with a football and popcorn

Anatomy of Hype

In this data-driven report, we will explore the key elements that define fandom and the benefits for participating fans, identify how fandom has evolved in recent years, and uncover how brands can get in on the hype.

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Being a fan is in our nature

Fandoms facilitate escapism and give us enjoyment. Fandoms also empower us, help us forge identities, and allow us to build a sense of belonging.

Fandom is more fluid than ever

Fandoms have evolved. Fans are defying dated stereotypes and throwing out the rulebooks. We are empowered to pursue all our passions, and show our passion in ways that enrich our lives.

Brands can be a part of the hype

Brands can contribute to fandoms in positive ways as long as it is executed with integrity, authenticity, and relevance—even without direct connection to the content, topic, or genre.

Anatomy of Hype

Get the report.