New research: How fandom is shifting video culture

CNBC explores why YouTube is captivating the living room [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] 2024 YouTube Culture & Trends Report TLDR: Fan participation on YouTube is shifting pop culture - Fans choose YouTube to deepen their relationship with their passions - Creators and AI-powered tools are empowering viewers to participate in content more than ever - Brands are embracing strategies with creators at the center to drive reach, relevance, and engagement T H E I N S I G H T S How fandom is shifting video culture 85% of people say they’re a fan of something or someone1, and it’s even higher for Gen Z (89%)2. As viewers look to [video culture as a way to dive into their passions and fully explore their fandom](), viewership is no longer just about passively consuming content. Read on to see why. Viewers aren’t just consuming culture; they’re actively shaping it When people are passionate about something, they’re always looking for more ways to enjoy and engage with it. This desire to be fully immersed has sparked more active viewership, and with the rise of AI-powered tools, people can more easily dive into content creation. This shift offers brands new ways to create meaningful connections, especially on YouTube – the place where viewers choose to go deep with what they love. In fact, 69% of people agree that YouTube has the most content that lets them deeply explore topics they're interested in3. Take Fallout 4, a video game adapted into a new live action TV show, which quickly gained popularity on YouTube because of fan-generated videos. From game tutorials and [easter eggs]() to episode reviews and [Fallout universe explainers](), the rapid growth of unofficial content enabled greater engagement and discovery of the franchise. Creators are driving more viewer participation than ever before Viewers look to creators for ways to actively express their fandom, like dance trends and challenges. Creator Scott Frenzel encouraged viewers to participate in his Sugar High challenge by, [ironically, challenging himself]() to comment on every Short that used his audio. That strategy, which led fans to [create over 780K Shorts](), pushed his song to the top of the Shorts charts and has fans already excited for [his latest challenge](). Partnering with creators can also help brands break through with viewers – like Samsung who challenged MrBeast to test the Galaxy S24. In less than 3 days, the sponsored video landed in the #1 trending spot. While creator partnerships have become a trusted strategy for driving brand goals, advertisers should adopt this at all stages. New research revealed 56% of Gen Z became loyal to certain brands based on the recommendations from YouTube creators4. Talk to your Google team for more information on Partnership Ads. [69% OF PEOPLE agree that YouTube has the most content that lets them deeply explore topics they're interested in] Viewers are seeking the full fan experience Let’s say you’re a movie buff. You don’t want to limit your enjoyment to the official film. You’re interested in full-length trailers, red carpet premieres, and even what your fellow movie-lovers have to say. With YouTube, there are multiple ways to explore your fandom, from Shorts to livestreams – which is why the newest Deadpool film swept the trending lineup on YouTube. The official trailer landed at #1, with fan-fueled reactions and analyses of the trailer claiming two additional top spots. No matter what you love, there’s an entire universe of content, creators, and community for viewers to tap into on YouTube. And with YouTube Select, the top 1% of content, brands can strategically show up where people are most engaged. Video viewership is always changing, but as we look ahead, these findings show the possibility for even more fan-fueled content, a greater adoption of AI solutions, and the emergence of more fandoms. To stay ahead, brands that show up alongside creators and invest in engaging back with fans unlock the opportunity for greater growth. [READ MORE]() I N T H E N E W S CNBC explores why YouTube is captivating the living room According to [Nielsen’s latest Gauge report](), YouTube remains the #1 most-watched streaming platform on TV screens and has tied its platform-best in share of watchtime. This viewership shift on the big screen is because creators generate today’s most relevant content and communities. “That personal relationship is YouTube’s secret sauce,” says YouTube creator [Brittany Broski](). Read CNBC’s full article below to see how YouTube is transforming entertainment and what that means for the future of TV viewership. [GET THE SCOOP]() How was this edition? 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