In Q1 2023, Amazon Ads set out to answer the followingquestions about five different fandoms — Music, Video Games, Sci-fi/Fantasy,Professional Sports, and Streetwear:
1. How do consumers define “fandom?” What are thekey elements of “fan culture” in 2023?
2. What are the core need states surroundingfandoms? Are there emotional benefits to being involved in a fandom? Are theredrawbacks?
3. How do differentplatforms and services play a role in supporting fandoms?
4. How can brands leverage existing fandoms and thehype they foster to improve love for their brands? What do consumers thinkworks, and what fails?
Amazon Ads worked with cultural insights and brand strategyconsultancy, Crowd DNA, to conduct a qualitative and quantitative researchstudy. We employed a robust, multi-pronged approach, gaining an in-depthoverview of fan culture today and the best way for brands to meaningfully andcredibly engage with fans across five fandoms: Music, Video Games,Sci-fi/Fantasy, Professional Sports, and Streetwear. The research was fieldedin 12 markets across North America (United States, Canada), LATAM (Mexico,Brazil), the EU5 (United Kingdom, France, Germany, Spain, Italy), and APAC(Australia, Japan, South Korea).