Call it the Taylor Swift effect.
On February 11, 2024, an average of 123.4 million people in the US tuned into Super Bowl LVIII, making it the most watched broadcast in the country since the Moon landing in 1969.
It’s been suggested that these numbers were driven in part by the attendance of Taylor Swift who was there to cheer on boyfriend Travis Kelce. The thinking is that Swifties tuned into the event in their thousands hoping to see a glimpse of the star, boosting ratings to record highs.
It’s hard to tease out the exact power of the Taylor Swift effect on these viewing figures, but one research firm found that 20% of viewers were rooting for Kelce’s team, the Kansas City Chiefs, precisely because of his relationship to Swift.
Fuelled and united by passion, fandoms can greatly influence popular culture. As they’re potentially the most engaged members of the TV audience, advertisers need to understand them.
Before we consider their power, let’s go back to basics: what is a fandom? Simply put, it’s a group of people united by their passion for something, such as a sports team, movie franchise, video game or musical artist.
In the past, being part of a fandom was a niche experience, though social has changed the game – it’s now so much easier for fans to find their people. Accordingly, this post will refer to all fan groups, irrespective of intensity, as fandoms.
Being part of a fandom can satisfy basic human needs, including connection, self-esteem and a sense of purpose. For many, it plays a big role in day-to-day life, and, as we’ll see shortly, may influence the things that they buy.
From a brand’s perspective, fans may have greater value than your average consumer, as they’re more likely to engage with experiences that chime with their fandoms.
Deloitte suggests that media and entertainment companies focusing on reaching “hyper-engaged” groups of fans may be just as effective as trying to appeal to the masses. It notes that fans are driving the success of media experiences, both online and offline.
According to their study, “super fans” – those who say their fandom is all important to their identity – are simply more engaged with media and entertainment than average. They’re more likely to have a paid streaming service, a paid gaming service, and a paid SVOD service.
Similarly, our Video-on-Demand Evolution study found that Roku device users are subscribed to more services than average, suggesting that they are more informed about what they want to watch, more discerning, and more engaged.
Our study also found that more than 3 in 5 (62%) streamers have shown their love for their favourite TV shows or movies in some way, such as by buying branded merchandise or toys (29%), going to themed parties and other events (14%), and even getting a tattoo (10%).
According to research by Kearney, half (50%) of consumers have bought branded clothes or shoes, 31% have spent money on food and drink related to their fandom, and 28% have on items for the home. More than half of consumers think about or engage with the brand or product they’re a fan of at least once a day.
Back in 2021, on the day Squid Game premiered on Netflix, there was a 7,800% spike in Google searches for the white slip-on shoes worn by the show’s characters. More recently, Williams Sonoma has leaned into the fever for Bridgeton with its Regency-inspired dinnerware range.
Some fans make a far greater investment in their fandom than buying a tea set, however. K-pop fans from all over the world travel to South Korea to experience the culture of their idols first-hand, or meet fellow fans.
Many fans see their fandom as part of their identity, and this is especially the case for younger generations. Real fans can sniff pretenders a mile off, and for this reason, brands engaging with fandoms must tread carefully. A good start would be to learn all they can about the communities they enter, including what’s important to them.
Roku segments its streaming audience by viewing interest. For advertisers, this makes reaching fans it easier to reach fans with content that’s most likely to resonate with them.
Media and entertainment companies advertising on Roku can display their new releases on the home screen, so that fans don’t miss them, or remind streamers of upcoming movies and TV shows they’re interested in. More than half of Roku users appreciate this feature.
With any partnership, it’s important to ensure that the brand understands the community, and is enhancing the fan’s streaming experience.
To find out more about TV streaming behaviour in Canada, and how Roku can help brands reach customers – and their new fans – in creative ways, download Roku’s Video-on-Demand Evolution 2025 report.