Today's fragmented media landscape has given rise to a vibrant ecosystem of micro-obsessions —fandoms that are reshaping how people consume, connect, and create. Carat, in partnership with Fandom, studied the behaviors of 1,500 U.S. fans alongside data from 250,000 fan-curated wikis. The findings are clear: if brands want to be culturally relevant, they need to understand and engage with fandoms.
Fandoms Are the New Cultural Currency
Fandom is no longer niche — it's a dominant force shaping pop culture. The numbers tell the story: 87% of fans actively participate in activities surrounding their fandoms, while 42% create content. Among Gen Z, that creation rate jumps to 50%, marking a 40% increase since 2019. This shift from passive consumption to active participation is fundamentally redefining how culture is created and consumed.
Perhaps most revealing: three in four fans say engaging with fan culture is as fun — or more fun — than the content itself. The conversations, memes, fan art, and cosplay are just as important as the shows, games, or movies they celebrate.
Not All Cultural Moments Are Created Equal
Carat and Fandom identified three distinct types of cultural moments, each commanding roughly equal time and attention:
Mass Moments (34% of time spent): Think Star Wars, Marvel, or Minecraft. These big-budget, globally appealing franchises maintain evergreen audiences with fierce fanbases that engage year-round. When new content drops, these properties expand beyond their core to capture mass audiences.
Mid-Tier Moments (32%): Titles like Squid Game or The Witcher explode into the zeitgeist, dominating conversations and gaining traction rapidly. However, once the moment passes, interest typically declines. These properties have a window at the epicenter of pop culture — making timing crucial.
Micro Moments (34%): Hyper-niche communities surrounding properties like Hazbin Hotel or Dungeons & Dragons maintain steady engagement through passionate, loyal fans. While these titles may never achieve mainstream cultural relevance, they generate consistently high user engagement. Gen Z is 27% more likely to engage with these subcultures.
The Fan Journey: A Blueprint for Brand Engagement
Across all cultural moments, fans exhibit four key behaviors that create opportunities for authentic brand integration:
- Dive Deeper (79%) – Consuming lore, exploring fan wikis, and seeking behind-the-scenes content
- Connect (58%) – Discussing with friends, joining forums, and recommending content to others
- Celebrate (48%) – Buying merchandise, attending conventions, and observing fan holidays
- Create (45%) – Producing fan art, fiction, videos, and other original content
These behaviors aren't fixed, they dial up or down depending on the type of cultural moment. For instance, "Create" is more prevalent within micro and mid-tier moments, while "Connect" dominates mass and mid-tier moments.
Three Rules for Brands That Want to Be Culturally Relevant
1. Lean into the right moment, not just the biggest.
Cultural alignment beats scale every time. Choose moments that authentically resonate with your brand's values and audience, rather than chasing the largest reach.
2. Think community-first, not campaign-first.
Understand the rituals, language, and values of each fandom. Show up in ways that feel native and respectful — anything less will be immediately recognized as inauthentic.
3. Be present where culture happens.
Use real-time insights to engage with fans during trending moments, not just pre-planned tentpoles. Culture moves fast, and brands need to keep pace.
The Bottom Line
Fandoms are no longer just audiences, they're co-creators of culture. For brands, this means moving beyond traditional media buys and into immersive, participatory experiences. With tools like Carat's Cultural EQ and Fandom's real-time insights, marketers now have the playbook to authentically connect with the communities shaping what's next.
The era of monoculture is over. The future belongs to brands that understand how to navigate the rich, complex world of micro-obsessions — and turn fan passion into lasting cultural impact.
