Vevo released its Fandom = Cultural Currency report, which delves into how the enthusiasm of music fandom can become purchasing and impact power.
The report surveyed more than 6,000 fans in the U.S., U.K., and Australia on how their individual interests mold their identity, community building, and consumer behavior influence, as sourced through the annual Vevo Media Tracker, along with Vevo’s internal analytics and data. Ninety-six percent of respondents identified as being part of a fandom, and nine in ten music fans saying that it’s central to who they are.
The report stated, “While cultural moments can capture massive global audiences, it’s core fans who fuel loyalty, word-of-mouth, and real spending power. Music fandom also overlaps with passions like sports, gaming, fashion, and film, making a multi-dimensional approach across a variety of fandoms essential for brands and artists that want to be culturally relevant.”
The head of data, research, and management at Vevo, Natasha Potashnik, says, “Fandom today is more than a personal interest, but a cultural signal. It’s how people express who they are, what they stand for, and where they belong. Music videos are at the center of this expression, offering fans a canvas for identity, representation, and connection. The findings in this report help us understand how those connections translate into real-world influence–especially in regards to the Vevo business, which partners with both advertisers and artist teams looking to strategically align with these moments and create lasting impressions.”
Dominant results from each category:
The brand opportunity: The highest of all results, 69% were more likely to spend on brands supporting their communities.
Music videos as cultural currency: The highest of all results, 83% viewed music videos as essential to pop culture.
Music as a cultural connection: The highest of all results, 69% claimed that music helped fans connect with the world.
From streaming to purchase: The highest of all results, 52% watch on streaming apps.
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