Music Superfans Boost Spending Beyond Concerts, Merchandise, and Streaming, According to Vevo Study

Music fandom has taken on a whole new level, with dedicated fans showing their love not just through concerts and streaming, but also through their spending power. A recent survey by Vevo found that an impressive 96% of consumers consider themselves part of a fandom, with 89% of music fans specifically saying that their fandom is a core part of who they are.

The survey, which included 6,101 respondents from the US, UK, and Australia, revealed some interesting insights into the financial impact of fandoms. It turns out that 60% of fans are more likely to spend money on brands associated with their favorite artists or fan communities. Additionally, 66% said they would consider purchasing from brands that advertise around music videos, and 64% have a positive view of brands connected to musicians and the music industry.

Natasha Potashnik, Vevo’s Head of Data, Research & Measurement, pointed out that fandom is more than just a personal interest—it’s a way for people to express themselves, their values, and their sense of belonging. She highlighted how music videos serve as a platform for fans to showcase their identity and connect with others who share their passion.

The survey also shed light on different consumer behaviors within fandoms. Over a third of fans rewatch content from their favorite artists, while 27% purchase official merchandise. And not surprisingly, about half of respondents watch related content on streaming platforms, while 44% actively search for material on social media.

Geographic factors also play a role in shaping fans’ preferences. For example, Australian fans show a strong affinity for K-pop and J-pop, with new releases from artists like JENNIE attracting a large audience. Similarly, music genres like regional Mexican and Afrobeats have strong followings in the US and UK, respectively.

The report also highlighted how music’s influence extends beyond just the music industry. About 68% of respondents see a connection between music and movies/TV, followed by clothing at 51% and sports at 45%. Fans of artists like Lady Gaga and Beyoncé have observed how music and pop culture intertwine, creating a crossover effect that extends into fashion and entertainment.

Overall, the study shows how music videos play a pivotal role in fan engagement, with 83% of respondents agreeing that they are important in pop culture. Additionally, 76% believe that music videos are diverse and representative, while 64% feel that they authentically reflect different aspects of their identity.

It’s clear that fandom isn’t just about listening to music—it’s a way for fans to express themselves, connect with others, and even influence their purchasing decisions. As music continues to shape culture and other media, the impact of superfans is only expected to grow.