Music fandom has evolved into an economic driver, with superfans translating their devotion into purchasing power that extends beyond concert tickets and streaming subscriptions.
That’s according to the annual Vevo Media Tracker, which surveyed 6,101 respondents across the US, UK and Australia. The survey found that 96% of consumers identify as part of some fandom. Among music fans specifically, 89% said their fandom is central to their identity.
The report highlighted the significant financial impact of fandoms. About 60% of fans said they are more likely to spend money with brands that align with their favorite artists or fan communities, while 66% said they would consider purchasing from brands advertising around music videos, and 64% said they are more favorable towards brands connected to musicians and the music industry.
Natasha Potashnik, Head of Data, Research & Measurement at Vevo, said: “Fandom today is more than a personal interest, but a cultural signal. It’s how people express who they are, what they stand for, and where they belong. Music videos are at the center of this expression, offering fans a canvas for identity, representation, and connection.”
“The findings in this report help us understand how those connections translate into real-world influence – especially in regards to the Vevo business, which partners with both advertisers and artist teams looking to strategically align with these moments and create lasting impressions.”
“The findings in this report help us understand how those connections translate into real-world influence – especially in regards to the Vevo business, which partners with both advertisers and artist teams looking to strategically align with these moments.”
Natasha Potashnik, Vevo
The research also revealed different patterns in fandoms’ consumer behavior. Over a third of viewers revisit content from their favorite artists, while 27% purchase official merch. About half of the respondents watch related content on streaming platforms, while 44% actively search for material on social media.
Geographic factors also play a role in consumption patterns, with Australian fans showing 48% are more likely to love K-pop and J-pop genres. Vevo’s research noted that this is evident with new releases from artists like JENNIE attracting strong viewership. Meanwhile, regional Mexican music viewership skews toward the US, while Afrobeats consumption was high in the UK.
Vevo’s report also noted the extent of music’s cultural influence across other media. About 68% of respondents “feel the connection” between music and movies and TV, followed by clothing at 51% and sports at 45%.
A Lady Gaga fan in the US was quoted by Vevo in the report as saying: “There have always been super fans of artists, but social media enables people to use their fandom as a label for themselves, share more easily and crossover categories… Like photos of someone wearing makeup or fashion that’s linked to a particular artist or an artist singing the national anthem at a sports event. That crossover effect is always happening.”
The report said Beyoncé‘s Cowboy Carter album drove Western-inspired looks into mainstream retail, while fans at Gracie Abrams’ concerts accessorized with white bows following her Chanel campaign.
Vevo also noted the crossover effect in TV and movies. When Netflix released the American sport docuseries America’s Sweethearts: Dallas Cowboys Cheerleaders in June last year, views of AC/DC‘s Thunderstruck music video jumped 55% globally. After Saltburn debuted in December 2024, Sophie Ellis-Bextor‘s Murder on the Dancefloor saw a 541% surge in views globally.
A Foo Fighters fan from Australia said: “I’ve discovered new artists through movie soundtracks. Or when a good song is written for a specific film by a band I like.”
Live events have also supported video consumption, with artists performing at Coachella’s two 2025 weekends receiving 44.9 million music video views on Vevo, according to the report. When Oasis announced their reunion tour, UK viewership surged 559% the week of the announcement, with an 805% spike on the announcement day itself. By the time tickets became available, views surged 718%, Vevo noted.
Vevo’s report highlighted how music videos are central to fan engagement, with 83% of respondents saying they “play an important role in pop culture.” A total of 76% of the respondents agreed that music videos are diverse and representative, while 64% said music videos “authentically reflect all parts of [their] identity.”
A US fan of Chappell Roan said: “Chappell Roan has a cool persona and a really fascinating kind of aesthetic and artistic vision… Also her openness in being a part of the LGBTQ community is really appealing to me.“
Music Business Worldwide
