Marvel vs. DC: New Fandom Study Reveals Franchise Fatigue

More than a third of Wonderful Fans are feeling fatigued by the constant stream of content being offered in theaters and on Disney+ this year, according to a new study released Thursday by the fan platform. fandom. But the study also shows that Marvel fans are also much more inclined to watch no Project Marvel compared to DC fans, who in turn are more likely to consume movies and TV shows about a specific superhero rather than the entire DC catalogue.

Those are some of the extensive findings of the study, which was based on a survey of 5,000 gaming and entertainment fans ages 13-54, as well as what Fandom calls “proprietary insights” from its platform of more than 300 million users. monthly users worldwide. 250,000 different wikis.

The study’s most intriguing claim is that fanatics can be divided into four subcategories of roughly descending order of intensity.

the defenders: They’re the core fanbase, described as “deeply invested in intellectual property”, so much so that it’s “part of who they are”. They are more likely to see content within the first few days of its release. Some franchises with a large following include Marvel, “Rick and Morty,” “Harry Potter,” DC, “Star Wars,” and “Stranger Things.”

the intentionalists: These fans, who on average make up the largest segment of a franchise’s fan base, are more insightful, influenced by strong marketing and reviews, narrative themes, and the actors and filmmakers behind the projects. They will most likely look within the first two weeks. Franchises with a large number of intentionalists 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 Bodybuilders: They are “heavily influenced by the buzz” surrounding a popular release and see viewing as an opportunity to connect with friends and family, as well as a broader cultural conversation. They will most likely look within the first month. Franchises with a slew of culturalists include “Chicago Fire,” “Ted Lasso,” “True Detective,” “The Challenge,” and “It’s Always Sunny in Philadelphia.”

Flirt: As the name implies, these are the hobbyists, who are more interested in entertainment that they can “drop in and out of” and “will allow them to find common ground with those around them.” They will most likely look when they have time. Franchises with a lot of Flirts include a lot of legacy shows like “The Office,” “SpongeBob Squarepants,” “Gilmore Girls,” “South Park,” and “Friends,” as well as reality shows like “The Bachelor.” and “Real Housewives.”

“The words ‘fan’ and ‘super fan’ are used constantly to describe entertainment consumers, but those terms are too generic for today’s entertainment world: fandoms are complex,” says Fandom CMO Stephanie Fried, it’s a statement. “Understanding the layers of fan identity and authentically connecting with them at the right time and place will be key for marketers looking to maximize success across broadcast, film and video game releases.”

Having more Defenders and Intentionalists in a fandom, as Marvel (with 66%) does over DC (with 61%), can be an advantage for a franchise, but it’s not that simple. According to the Fandom study, 81% of Marvel fans would watch any release of the franchise, while 67% of DC fans would do the same. By contrast, only 38% of Marvel fans say they focus on specific superheroes rather than the entire Marvel Cinematic Universe, compared to 57% of DC fans who care more about one or two superheroes. than in the entire DC Universe. That could be a big factor why only 20% of DC fans say they are fatigued from the number of releases in a year, versus 36% of Marvel fans who feel that way. As of September, Fandom reports that “The Batman” was the global site’s “biggest movie release ever.” DC fans are also 20% more likely than Marvel fans to buy merchandise: collectibles, clothing, and even superhero-inspired menu items.

Fandom’s general assumption is that, on average, about half of a franchise’s potential fanbase is made up of cultureists and flirts, suggesting that marketing that can attract those fans can further expand a franchise’s reach. franchise, especially for original projects that are not part of pre-established IP.

“Reaching 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 affects fan behavior has never been more critical in the ever-expanding entertainment landscape.”

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