Marvel Fans Show Franchise Fatigue, While DC Fans Likely Prefer Single Superhero Over Universe, New Fandom Study Says

More than one-third of Marvel fans feel tired due to the constant stream of content served in theaters and on Disney + this year, according to a new study released by fan platform Fandom on Thursday. But the study also shows that Marvel fans are also much more inclined to watch at all Marvel project compared to DC fans, who are more likely to consume film and television about a specific superhero than the entire DC catalog.

These are some of the extensive findings in the study, which drew from a survey of 5,000 entertainment and gaming fans aged 13 to 54, as well as what Fandom calls “proprietary insight” from its platform of more than 300 million monthly user across. 250,000 different wikis.

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The most interesting assertion in the study is that fans can be broken down into four subcategories in roughly descending order of intensity.

The Advocates: They are the core fan base, known as “very invested in the IP,” so much so that it’s “part of who they are.” They are more likely to view content within the first few days of its release. Some franchises with a high number of Advocates include Marvel, “Rick and Morty,” “Harry Potter,” DC, “Star Wars,” and “Stranger Things.”

The Institutions: These fans – who are on average most franchise fans – are more discerning, influenced by marketing and strong reviews, narrative themes, and the actors and filmmakers behind the projects. They will most likely be watching within the first two weeks. Franchises with high interest rates include “The Sex Lives of College Girls,” “Breaking Bad” and “Better Call Saul,” “The Handmaid’s Tale,” “Game of Thrones” and “Only Murders in the Building .”

The Cultures: They are “very influenced by the joy” of a popular release, and see viewing as an opportunity to connect with friends and family, as well as the larger cultural conversation. Most likely they will be watching within the first month. Franchises with high Culture numbers include “Chicago Fire,” “Ted Lasso,” “True Detective,” “The Challenge” and “It’s Always Sunny in Philadelphia.”

The Flirt: As the name suggests, these are the dabblers, who are most interested in entertainment that they can “come in and out of” and “will allow them to find common ground with others around them. ” They are more likely to watch when they have the time. Franchises with a large number of Flirts include a large number of legacy shows such as “The Office,” “SpongeBob Squarepants,” “Gilmore Girls, “South Park” and “Friends,” as well as reality shows such as “The Bachelor” and ” Real Housewives.”

“The words ‘fans’ and ‘super fans’ are often used to describe consumers of entertainment, but those terms are too generic for today’s entertainment world – fandoms are complex,” says CMO Fandom Stephanie Fried in statement. “Understanding the layers of fan identity and authentically connecting with them at the right time and place will be critical for marketers looking to maximize the success of streaming, theatrical and video game releases.”

Having more Advocates and Secrets in a fandom, like Marvel (with 66%) over DC (with 61%) may have an advantage for franchises – but it’s not that cut and dried. According to a Fandom study, 81% of Marvel fans would watch anything released in the franchise, while 67% of DC fans would do the same. Conversely, only 38% of Marvel fans say they are focused on specific superheroes rather than the entire Marvel Cinematic Universe, compared to 57% of DC fans who care more about superheroes one or two other than the entire DC Universe. That could be a big factor in why only 20% of DC fans say they are overwhelmed by the number of releases in a year, compared to 36% of Marvel fans who feel that way. In September, Fandom reports that “The Batman” was the “biggest worldwide cinematic release.” DC fans are also 20% more likely than Marvel fans to buy products—collectibles, apparel, even superhero-inspired menu items.

Fandom’s overall opinion is that, on average, about half of a franchise’s potential fans are made up of Cultists and Flirts, suggesting that marketing that can engage those fans can span a franchise. be further expanded, especially for original projects that are not part of it. Pre-established IP.

“Connecting with consumers in an impactful way is not a one-size-fits-all formula,” says Perkins Miller, CEO of Fandom. “Understanding the spectrum of fan identity and how it impacts fan behavior across the ever-expanding entertainment landscape has never been more important.”

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