2025年数字时代粉丝文化演变及其对品牌营销的影响研究报告（英文版）-益普索

+How livestreaming is shifting fan engagement in the attention economy PAGE 9How superfan expectations are reshaping brand-fan relationships PAGE 30Why brands should reinvent sponsorships for the digital fandom era PAGE 23Why women’s sports are the next frontier for brand growth PAGE 13Leaders from Verizon, Molson Coors, Twitch, Pinterest, Aspen Institute and Parity, as well as a professional Swiftie share how livestreaming, social media and emerging markets are reshaping fandoms and how brands engage with themPowered by IpsosWHAT THE FUTURE I Fandom2 ‒ ContentsContentsPerspectives and researchThought-provoking insights from industry leaders and Ipsos experts9How livestreaming is shifting fan engagement in the attention economyTwitch’s Rachel Delphin shares how to attract and engage fans on platforms in a changing world.13 Why women’s sports are the next frontier for brand growthParity’s Alana Casner explains how brands are shifting from sponsors to investors.12 How fandom mashups can sharpen brands’ marketing playbooks17 How to fix youth sports to build the next generation of fansThe Aspen Institute’s Tom Farrey shares how and who can rebuild youth sports for a stronger future.Introduction3 How the fandom revolution is changing the game for brand growthShifts8 How will fans move from consuming to influencing?Tensions33 The opinions that will shape the futureFuture destinations35 Implications: Where the opportunities are for… 20 How sponsorships help brands tap into new audiences for the long game Molson Coors’ Ann Legan discusses how the Miller brand engages both longtime fans and newer ones.16 As women’s sports grow in popularity, brands need to get in the game today29 Why value proposition testing can spark fan loyalty23 Why brands should reinvent sponsorships for the digital fandom eraVerizon’s Nick Kelly sees technology changing how brands serve fans in event sponsorships.26 How digital platforms will reshape brands’ roles in fan communities Pinterest’s Nadine Zylstra explains how she sees human vs. AI curation improving fan connection.22 Why earlier fan input is the secret to sponsorship success30 How superfan expectations are reshaping brand-fan relationshipsTaylor Swift superfan Kelsey Barnes takes us inside the changing mindset shaping fans.Powered by IpsosWHAT THE FUTURE I FandomImagine it’s 2035.How the fandom revolution is changing the game for brand growth92%(Source: Ipsos survey conducted Jan. 31-Feb. 3, 2025, among 1,112 U.S. adults.)of Americans say they are a fan of something. 3 ‒ Powered by Ipsos“Fandom is where I live,” said a teenage What the Future reader. That’s likely not an exaggeration. Fans binge the shows and books themselves and immerse in the fan fiction and related Discord channels and livestreams. And vice versa. Interacting with fan content can drive people to become fans of the original content. All of this can be a massive time suck. It’s also big business, and one that is increasingly digital as fans engage virt