Today, Gen Z fans of creators or channels on YouTube are doing a lot more than just watching videos. They are also making memes out of the content that their favourite creators put out, along with organising watchalongs, creating fanart, and holding discussions with other fans via podcasts.
Over 91 per cent of YouTube users in the 14-24 age group (who identify as fans) said that they have taken part in fan-related activities in the past 12 months, according to a recent survey jointly conducted by YouTube and SmithGeiger, a research company.
The survey report released by YouTube on Tuesday, July 30, showcases how fandom on the video streaming platform has evolved over the years, with fan communities wielding considerable influence over trends as well as the entertainment industry.
The report also offers key insights into the behaviour of Gen Z users on YouTube. For instance, 87 per cent of them identified themselves as a fan of someone or something on the platform. Gen Z fans are also dedicated consumers of YouTube content as over 93 per cent of them said that they watch videos of the creator or subject they enjoy almost every week.
Furthermore, 62 per cent of YouTube’s Gen Z users said that they don’t personally know anyone in the fan groups that they are a part of. The Google-owned platform has also found that not all fans are alike.
“It’s a spectrum of engagement: casual fans like and comment. Big fans react and join the trends. Super fans create fan art and remixes. And professional fans are remaking movie trailers in video games,” Ishan John Chatterjee, the director of YouTube India, said at a press briefing.
But what type of content is drawing fans on YouTube? Based on the company’s observations, content related to niche subjects such as miniature art, chess, or Indian Railways has managed to attract and develop passionate fan groups.
Videos of UPSC mock interviews, like the content found on the YouTube channel ‘@PleaseSitDown’ run by Vijender Masijeevi, pull a massive amount of fans as well.
“His [Masijeevi] channel focuses on current affairs topics, interviews, and career motivation, fuelling a community of over 500K aspirants that may have never met, but the camaraderie of the channel’s comment section allows them to come together,” the report read.
YouTube has also made it easier for fans to support their creators.
“We believe that passionate fans should be able to directly support their favourite creators and that’s why we offer multiple ways for creators to earn through fan-funded features like Super Chats, Super Stickers, Channel Memberships, and merchandise. And, we’ll continue investing in features like Posts, vertical live streams, multi-language audio, to help creators connect with their audiences on a deeper level, no matter where they are in the world,” Chatterjee said.
