Australia’s dedicated fandoms as an opportunity for brands

Chris Pash
By Chris Pash | 9 July 2020
 

Australia’s fan industry is worth $4.3 billion, with 28% of Australians considering themselves fans of something, according to a study conducted by FiftyFive5 and Nine’s marketing solutions division, Powered.

The survey spoke to 1,400 people across 35 different fandoms in Australia to discover what they do, when they do it,
why they do it, and how the marketing industry can effectively tap into it to make brands grow.

The research, released at Nine's Powered’s Big Ideas Store, shows Australian fans each spend on average $909 per year on their particular fandom, with the fan industry worth $4.3 billion.

“There is a real opportunity to tap into this largely untapped $4.3 billion industry, but brands have to be prepared to put in the effort, just like the fans they are trying to reach,” says Toby Boon, Powered’s Director of Strategy, Insights and Effectiveness.

10% of fans are getting tattoos of their fandom, 7% are naming their children after it. 

“For brands, there lies a real opportunity in taking a fandom from challenger to mainstream based on the fandom being able to borrow the mainstream equity of the brand,” says Boon.

fan 1

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