Fandoms are one of the most powerful forces in content creation. YouTube‘s latest Culture & Trends Report focuses entirely on fan communities, with data showing that 85% of internet users ages 14-44 consider themselves fans of something. And 80% of those fans use YouTube at least weekly to consume content about their interests.
YouTube says the creator industry is particularly conducive to the birth and growth of superfan communities because creators are often making content about things they themselves are fans of, from Minecraft to miniature rockets to manicures.
“[Creators] are experts in how to foster fandom online because, as fans, they know what fans want, and as creators, they know how to use the technology and platforms available to them,” YouTube says.
One of the platforms available to them is Youtooz, a merch company that turns over $40 million a yearby teaming up with creators to produce figurines and other unique …