Marvel vs. DC: New Fandom Study Reveals Franchise Fatigue

More than a third of Marvel fans are tired of the constant stream of content in theaters and Disney+ this year, according to a new study released Thursday by fan platform Fandom. But the study shows that Marvel fans are also more likely to watch any Compared to DC fans, the Marvel Project is more likely to consume movies and TV about a specific superhero than the entire DC catalog.

Those are some of the study’s comprehensive findings, drawn from a survey of 5,000 entertainment and sports enthusiasts between the ages of 13 and 54, as well as the term “Owner Insights” from the platform’s more than 300 million monthly users. 250,000 different wikis.

The study’s most intriguing claim is that fans can be divided into four subcategories in roughly descending order of intensity.

Lawyers: The core fan base they described as “deeply invested in the IP” and it’s “part of who they are”. They are most likely to watch the content within the first few days of its release. Some of the franchises with high mentorship numbers include Marvel, “Rick and Morty,” “Harry Potter,” DC, “Star Wars,” and “Stranger Things.”

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Intentionalists: These fans — who typically make up the largest portion of a franchise’s fan base — are more discerning, influenced by marketing and strong reviews, story themes, and the actors and filmmakers behind the projects. They will probably watch in the first two weeks. Franchises with high demand include “College Girls’ Sex Lives,” “Breaking Bad” and “Better Call Saul,” “The Handmaid’s Tale,” “Game of Thrones” and “Just Murder in the Building.”

Culturalists: They are “heavily influenced by the buzz” surrounding a hit release, and see viewing as a way to connect with friends and family, as well as a larger cultural conversation. They will probably watch within the first month. The franchise includes “Chicago Fire,” “Ted Lasso,” “True Detective,” “The Challenge” and “It’s Always Sunny in Philadelphia.”

Flirt: As the name suggests, these are dabblers who are more interested in entertainment, who “can pop in and out” and “allow themselves to find common ground with others around them.” Most likely they will watch. Franchises with high numbers of flirts include “The Office,” “SpongeBob Squarepants,” “Gilmore Girls, “South Park” and “Friends,” as well as a slew of reality shows like “The Bachelor” and “. “Real Housewives”

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“The words ‘fan’ and ‘superfan’ are constantly used to describe consumers of entertainment, but those terms are very generic to today’s entertainment world — fandoms are complex,” Fandom CMO Stephanie Fried said in a statement. “Understanding the layers of fan identity and authentically connecting with them at the right time and place is key for marketers looking to maximize success across streaming, theatrical and video game releases.”

Having more advocates and advocates in the fandom can be an advantage for the franchise, as Marvel (with 66%) does than DC (with 61%) — but it’s not quite as cut-and-dried. According to Fandom’s study, 81% of Marvel fans will watch anything released in the franchise, while 67% of DC fans will do the same. Conversely, only 38% of Marvel fans say they are focused on specific superheroes rather than the entire Marvel Cinematic Universe, compared to 57% of DC fans who care about one or two superheroes rather than the entire DC Universe. That may be a major factor in why only 20% of DC fans say they’re tired of the number of releases in a year, compared to 36% of Marvel fans who feel the same way. As of September, Fandom reports that “The Batman” is the “biggest cinematic release” on the global web. DC fans are 20% more likely than Marvel fans to buy products – collectibles, apparel, even menu items inspired by superheroes.

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Fandom’s overall assumption is that, on average, about half of a franchise’s potential fan base is made up of cultists and flirts, suggesting that marketing that engages those fans can further expand the franchise’s projects, especially those that aren’t part of original projects. Pre-established IP.

“Reaching consumers impactfully is not a one-size-fits-all formula,” says Perkins Miller, CEO of Fandom. “Understanding the spectrum of fan identity and how it affects fan behavior has never been more critical across the ever-expanding entertainment landscape.”

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