Forward of Vidcon, YouTube revealed its newest Tradition & Traits report on fandom and the platform’s position in constructing on-line communities. Along with viewers insights, the report highlighted creators’ affect on tentpole gaming moments and the way manufacturers are connecting to followers by gaming.
In accordance with a survey of U.S. followers aged 14-44, 85% contemplate themselves to be followers of somebody or one thing. Of those followers, 80% consumed content material on YouTube at the very least weekly about their fandom. Given these outcomes, the report argues that fandom is a core part of a client’s id and YouTube is a nexus for this fandom.
Furthermore, nearly all of Gen Z (outlined within the examine as 14-24) don’t simply see themselves as passive shoppers, they contemplate themselves to be creators too. YouTube’s analysis confirmed that 65% of Gen Z identifies as a video content material creator, although solely 8% say they’re professionals earning profits from their fan content material.
YouTube gaming case research
During the last 12 months, gaming followers have made their voices heard on YouTube. The platform’s analysis highlighted a number of case research of how creators amplified gaming content material and types.
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Followers have saved the Grand Theft Auto franchise within the high 5 video games on YouTube for the final decade. Given this cultivated viewers, maybe it’s no shock that Rockstar Video games’ trailer for Grand Theft Auto VI broke data on YouTube in December 2023. In its first 24 hours, followers watched the trailer 93 million instances — probably the most views ever for a 24-hour debut of a non-music video.
Nonetheless, the trailer’s attain prolonged a lot additional due to response movies from creators. In that very same 24-hour interval, these fan-created movies earned over 192 million views — twice as many because the trailer itself. These breakdowns and reactions helped Rockstar Video games develop the already record-setting affect of its hotly anticipated sequel.
Players additionally rallied when a beloved franchise took a step into a brand new medium. The report highlighted a spike in Fallout content material when the Amazon Prime adaptation aired earlier this 12 months. In accordance with search developments, the present’s launch spiked to roughly 10-times increased than its common for the final 5 12 months.
Exterior of gaming manufacturers themselves, YouTube confirmed how different manufacturers used video games to crossover and construct bridges with different communities. The NFL is not any stranger to gaming, however its groups are additionally pushing the envelope. For instance, the Los Angeles Chargers introduced their 2024-2025 schedule utilizing The Sims to attach with youthful audiences.
YouTube’s full Tradition & Traits report on fandom is accessible now.