Marvel fans show franchise fatigue, while DC fans more likely to prefer one superhero over the universe, says new Fandom study

More than a third of Marvel fans are feeling overwhelmed by the constant stream of content shown in theaters and on Disney+ this year, according to a new study released Thursday by fan platform Fandom. But the study also shows that Marvel fans are more inclined to watch, too Which Marvel project compared to DC fans, who in turn are more likely to consume movies and TV around a specific superhero rather than DC’s entire catalog.

Those are some of the comprehensive findings in the study, which was drawn from a survey of 5,000 entertainment and game fans ages 13 to 54, as well as what Fandom calls “property insights” from its platform of more than 300 million monthly users across 250,000 sites. different wiki.

The most interesting assertion in the study is that fans can be divided into four subcategories in roughly descending order of intensity.

The Defenders: They are their core fanbase, described as being “deeply invested in the IP”, to the point where it is “part of who they are”. They are most likely to view the content within the first few days of its release. Some of the franchises with a large number of defenders include Marvel, “Rick and Morty,” “Harry Potter,” DC, “Star Wars,” and “Stranger Things.”

deliberate: These fans—who on average make up the largest segment of the franchise’s fanbase—are more discerning, influenced by marketing, strong reviews, storytelling themes, and the actors and filmmakers behind the projects. They will most likely see within the first two weeks. Franchises with a slew of intendants include “The Sex Lives of College Girls,” “Breaking Bad,” “Better Call Saul,” “The Handmaid’s Tale,” “Game of Thrones,” and “Only Murders in the Building.”

intellectuals: they are “heavily affected by the hype” surrounding a popular release, and see viewing as an opportunity to connect with friends and family, as well as the larger cultural conversation. They will most likely see within the first month. Franchises with a slew of cults include “Chicago Fire,” “Ted Lasso,” “True Detective,” “The Challenge,” and “It’s Always Sunny in Philadelphia.”

Flirt: As the name suggests, these are people who care a lot about entertainment that they can “go in and out” and “will allow them to find common ground with others around them.” They will most likely watch when they have time. Flirts franchises include a slew of old shows like “The Office,” “SpongeBob Squarepants,” “Gilmore Girls,” “South Park,” and “Friends,” as well as reality shows like “The Bachelor” and “Housewives.” the real ones.”

“The words ‘fan’ and ‘super fan’ are used constantly to describe entertainment consumers, but these terms are too general for today’s entertainment world – fandoms are complex,” Fandom CMO Stephanie Fried says in a statement. The right time and place is essential for marketers looking to maximize success across broadcast, theatrical and video game releases.”

Having more Defenders and Deliberators in a fanbase, as Marvel does (by 66%) over DC (by 61%), could be an advantage to the franchise – but it’s not quite so cut and dried. According to a Fandom study, 81% of Marvel fans would watch anything released in the franchise, while 67% of DC fans would do the same. Conversely, only 38% of Marvel fans say they focus on specific superheroes rather than the entire Marvel Cinematic Universe, compared to 57% of DC fans who are more interested in one or two superheroes rather than the entire DC Universe. This may be a major factor in why only 20% of DC fans say they are exhausted from the number of releases in a year, as opposed to 36% of Marvel fans who feel this way. During September, Fandom reported that “The Batman” was the site’s “biggest global cinematic release.” DC fans are also 20% more likely to purchase products – collectibles, apparel, and even menu items inspired by superheroes than Marvel fans.

Fandom’s general assumption is that, on average, about half of a franchise’s potential fanbase is made up of Culturalists and Flirts, suggesting that marketing that can engage these fans could broaden the franchise’s reach, especially for original projects that aren’t a part of Flirts. from a previously created IP.

“Reaching consumers in an impactful way is not a one-size-fits-all formula,” says Perkins Miller, CEO of Fandom. “Understanding a fan’s identity group and how it affects fan behavior has never been more important in the ever-expanding world of entertainment.”

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