Curious how a Dutch seal live stream and McDonald’s anime series are reshaping fandom on YouTube? At the ANA Masters of Marketing 2024, brands are learning how to ride the wave of fan creativity.
What do a Dutch seal rehabilitation live stream and McDonald’s anime series have in common? They’re both sparking massive fandoms on YouTube – and savvy brands are cashing in.
“Fandom is undergoing a major shift from being defined by consumption to being defined by creation,” declared Maddy Buxton, YouTube’s culture and trends manager for the US and Canada, at the ANA Masters of Marketing conference. “More than half of US 14 to 24-year-olds now describe themselves as creators.”
Buxton, part of a global team dissecting what’s hot in video and why, pulled back the curtain on the explosive phenomenon of fandom on YouTube. She highlighted how brands can tap into these passionate communities to amplify their …