The report, which surveyed thousands of people about how they spend their time online as fans, highlights three major insights:

Fans are now creators

According to the study 65% of Gen Z describe themselves as video content creators, not just consumers. This surge in fan-driven content is fueled by tools like YouTube Shorts and generative AI which has undoubtedly reduced the barriers to distributing fan art or creating content like reaction videos and deep-dive commentaries. Whilst the 2024 Met Gala livestream on YouTube amassed 14 million views, fan-created videos about the event skyrocketed to over 550 million views. Similarly, during the latest season of RuPaul’s Drag Race, fans uploaded 1,500 hours of related content on YouTube, surpassing the actual airtime of the show itself.

74% of Gen Z fans say they appreciate when brands engage with the things they’re passionate about. By offering remixable videos or templates, creators can mutually help amplify a brand’s presence in exchange for partnerships or expanded visibility to wider audiences. 

‍YouTube amplifies cultural moments

YouTube creators are turning cultural moments into even bigger events. Fans often spend more time engaging with reaction videos, analyses, and breakdowns than with the original content. In fact, 66% of Gen Z say they spend more time watching videos that unpack or discuss content than watching the content itself. Take the release of the Deadpool & Wolverine movie trailer in April. While the trailer hit #1 on YouTube’s Trending charts, four fan reaction videos also made the top five. When the Drake and Kendrick Lamar rap battle hit its peak, over 250,000 fan-uploaded videos were posted, gaining 3.5 billion views on YouTube and outpacing the original tracks. 

By partnering with YouTube creators who understand their fan communities, brands can tap into these extended cultural moments. Campaigns like Reese’s Halloween dance challenge, which partnered with creators to launch on YouTube Shorts, reached 38 million unique users.

‍Fans are shaping the future of pop culture

Many of today’s cultural phenomena are emerging directly from YouTube creators and fan communities. Indie movie studio A24 recently signed 18 year old YouTuber Kane Parsons to create a horror film based on his YouTube mini-documentary “The Backrooms.” Similarly, YouTube creator VivziePop saw her animated series “Hazbin Hotel” expand from YouTube to Amazon Prime, where it became the platform’s biggest animated debut. Animated comedy “The Amazing Digital Circus” racked up 300 million views on YouTube for its pilot episode and fans of the show subsequently created songs, memes, and fan art that had led to an additional 25 billion views of fan content, surpassing the original episode’s reach.

As creators build their own fan-driven franchises, brands have an opportunity to be part of this cultural shift. Tools like Creator Takeovers, where brands can own a creator’s channel for 100% share of voice, offer a direct way to connect with these fan communities.

‍The future of fandom‍

We’ve experienced a transition from passive consumption to active participation because fandom culture has become so organically ingrained into the culture itself. These creators now recognize their value in participating in the culture and as generative AI and new video tools continue to evolve, fandom’s role will only continue to grow and shape its discourse. To top this off, brands have the opportunity to make an entertainment-match made in heaven with mutually beneficial partnerships that can connect both brands and creators with wider audiences in much more meaningful ways.