The Rise of Fandom-as-Experience: A New Era in Entertainment Marketing

Entertainment marketers are being forced to rethink their strategies as social media platforms give rise to a participatory culture of co-creation. Today’s audiences want more than just a passive viewing experience; they crave connection, authenticity, and a sense of ownership.

At Variety’s recent Entertainment and Technology Summit, top marketers from Archrival, TikTok, Spotify, Pinterest, AMC Global Media, and Lionsgate discussed the evolving landscape of entertainment marketing. The conversation centered on the creator economy and its impact on selling everything from soap to soap operas. However, it was clear that this trend is not just about monetizing fan engagement; it’s about tapping into a deeper desire for community and experience.

TikTok’s global head of entertainment, Dawn Yang, highlighted the platform’s unique value proposition: “We have over 12 million TV and film posts posted by our users every day now… It gives you the perspective on how much content there is around just stories that they love and want to share with everyone.” This staggering volume of user-generated content speaks to a fundamental shift in consumer behavior – one where fans are no longer satisfied with simply consuming entertainment; they want to create their own stories, remix existing ones, and connect with others who share their passions.

The brands that will win over the next 10 years are those that understand how to add value into consumers’ lives. Archrival’s chief growth officer, Ben Harms, noted: “Marketers must move beyond shallow engagement metrics and focus on building meaningful connections with audiences – through experiences that go far beyond attention-grabbing advertising.” Spotify’s annual report on Gen Z consumption habits provides a fascinating case study in this approach. By recognizing that life stage is a better predictor of behavior than birth year, marketers can tailor their strategies to meet the unique needs and desires of different cohorts.

Jenny Haggard, global head of thought leadership at Spotify, argued against the conventional wisdom that teens and young adults are allergic to long-form content. Instead, she suggested that audiences crave high-quality storytelling – and will reward brands that deliver it: “We all know this… James Cameron would be out of a job if people didn’t like long form content.” This is a crucial insight for marketers, who often mistake brevity for attention-span and forget that true engagement requires depth, complexity, and emotional resonance.

As the entertainment industry continues to evolve, one thing is clear: the old playbook no longer applies. Marketers must be willing to let go of control and put the fans in charge – not just as influencers or brand ambassadors, but as co-creators and experience designers. This requires a willingness to experiment, take risks, and invest in experiences that are authentic, meaningful, and connected to the passions and interests of audiences.

The era of fandom-as-experience has only just begun. And for those who are willing to adapt, there’s no telling what possibilities await – from immersive pop-up events to bespoke brand partnerships that blur the lines between entertainment and commerce. The question is not whether this trend will continue; it’s how far we’re willing to push its boundaries.