YouTube Tradition and Traits Report: Key Takeaways

YouTube’s Tradition and Traits Report has been an annual report that YouTube releases since 2021. Annually, the YouTube Tradition and Traits Report seeks to debate what precisely viewers love about their platform. This yr, YouTube mentioned the significance of fandom by way of permitting viewers to repeatedly eat content material from fandoms that they love whereas additionally cultivating fully new ones. 

1. Fandoms have Followers 

Followers have by no means stopped at consuming content material, and so they’re not about to now! Followers have at all times been in energetic dialog with their fandom by creating content material and posting it on-line. These fashionable, memey movies that different followers watch as a result of they’re simply as large of a fan of that fandom as that individual that made that video then has its personal sub-fandom. 

An incredible instance of that is Tessa Netting’s content material. Tessa Netting is a YouTube creator that started her journey creating content material surrounding the Harry Potter franchise. With thousands and thousands of individuals world wide which might be followers of Harry Potter, Netting created her personal group of followers of her personal.

2. YouTube is the Place to Discover Your Area of interest

YouTube discovered that 47% of individuals polled which might be part of Era Z report belonging to a fandom that nobody they know personally is part of. Small communities of extremely area of interest fandoms make it doable for brand new followers to study every thing that they should know to grow to be tremendous followers throughout the fandom. The camaraderie inside these remark sections of those small communities permits them to come back collectively for these frequent pursuits. 

Supply: YouTube Tradition and Traits Report

3. Fandom Entry Factors

The quantity and number of content material shared about reveals, celebrities, motion pictures, music, content material creators, video video games, and extra permits for followers to have the best entry to data for these culturally related issues as doable. This in flip will increase the cultural relevance of the fandom as increasingly more followers be part of it. 66% of Gen Z Individuals agree that they typically spent extra time watching content material that discusses or unpacks one thing than the factor itself. 

4. Branding Fandoms

As content material surrounding fandom continues to grow to be increasingly more prevalent, content material optimizing fandoms will grow to be probably the most profitable. Gen Z followers surveyed on-line agree that they like seeing manufacturers have interaction with issues they’re a fan of. 

Dunkin Donuts and Tim Hortons every did comparable campaigns to faucet into fandoms. Dunkin Donuts, partnering with Charli D’Amelio, put her go-to Dunkin drink on the menu as an official drink. Equally, Tim Hortons collaborated with Justin Bieber to not solely put a chilly brew on the menu for him, however a few of their well-known “Tim Bits” as effectively.

5. Skilled Followers

8% of Gen Z would describe themselves as skilled followers who earn cash from fandom content material creation. The trendy leisure expertise is dominated by the fan expertise and merchandise of fandom tradition. With technological advances, anybody is usually a creator; followers could be creators and have their very own fandoms. 

In the present day, as a collective, followers perceive the worth of what different followers do to take part in fandoms. Followers are more and more attentive to that participation and wish to take part too, making fan tradition, taking part, and expertise the dominant societal standard tradition.  

This text was written by Alyssa Micalizzi

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