Web 3.0 will be transformative for the next generation of fans, giving them more control over creators, platforms and brands than ever before.
This report explores the new generation of super-fans, the growth of community commerce and the trends and technologies that are driving this shift.
To support our research we surveyed over 8000 of our creator’s fans to gain a deeper understanding of fans’ mindset and behaviors.
The landscape of online fandom is shifting. Spring has identified 12 fan personas based on the level of ownership and investment of emotion, energy, time and money fans put into their favorite creators.
In the future new tiers of online fandom will be unlocked. We will see the rise of the cult fan – those who buy multiples of merch, pre-fund work and want to own originals.
“New business models have the potential to unlock new tiers of fandom.” Source: Li Jin
Cult fansBuys multiples, pre-fund work, want to own originals
Active fans1000 true fans
Spectators/InvestorsOnly see opportunity to profit
Super fans100 true fans
Casual fansAll social followers
intensity of fan affinity / intentionality
of fans describe themselves as active fans
describe themselves as casual fans
are super fans
say their #1 reason for buying merch from a creator is to support them.
of fans interact with the community in the comment section and 14% do so every day.
describe themselves as creative and 45% would like to collaborate with creators to help design merch.
We are shifting from the creator economy to the community economy. We predict that the future of the community economy will be built around consciousness, curation and creation.
Creators curating and plugging brand products into their content that they know will resonate with their fans.
Fandoms raising awareness of upcoming drops, working together to harness hype, share opinions and feed ‘leaks’ into the community.
Fandoms working with creators to co-create merch, brands and fan universes.
Alpha’s are the first generation of children to be shaped in an era of portable digital devices and born into a world of engaging, visual, digital content. Gen Alpha have never known a world without social media, and their online activity is beginning to play a large role in their IRL decisions.
Their peer-to-peer connections are driving shopping decisions and social recommendations are stimulating impulse purchasing. Gaming is highly influential and for Gen Alpha it’s a space that allows them to learn, be creative as well as to socialize and build connections.
Spring has identified 3 key trends that will fuel community-driven commerce innovation for the Web 3.0 generation of creators and fans. Our trend report explores in-depth closed communities, custom creations and collaboration culture.