Portico Connected Series 3: Igniting Passion: How Fandoms and Fan Events Are Ushering A New Chapter in Experiential Entertainment
Portico Connected: Where Media, Technology, Culture and Content Converge
Bridging the realms of media, technology, culture, and content, Portico Connected is a blog series that offers incisive insights into the ever-evolving global media and entertainment industry. The platform serves as a gateway to the latest trends, groundbreaking innovations, and critical conversations shaping content creation, distribution, and consumption today. Offering unique perspectives from a quartet of industry powerhouses—GagaOOLala, a pioneer in LGBTQ+ streaming and digital media; Portico Media, Taiwan’s leading expert in pay-TV content and channel aggregation; GOL Studios, a production force with hundreds of captivating original titles; and HahaTai, a defining force in Taiwan’s contemporary social media zeitgeist—Portico Connected fosters dialogue and connections between industry leaders, creators, and audiences, exploring the multifaceted ways in which media unites us all in the digital age.
In today’s fragmented media landscape, capturing and retaining audience attention is crucial. Traditional metrics like views and downloads tell only part of the story. A powerful, often underutilized resource lies within the passionate communities that coalesce around content, creators, and franchises: fandoms. Fandoms are more than just enthusiastic viewers; they are powerful communities that drive engagement, shape trends, and ultimately, dictate success.
At GagaOOLala, we understand the strategic power of fandom. We are witnessing firsthand how nurturing these dedicated communities can translate into sustained engagement, expanded reach, and innovative revenue streams. This article will explore the evolving landscape of fandom, focusing on the potential of fan events and how GagaOOLala is strategically positioned to help prospective partners navigate this exciting new frontier in entertainment engagement.
Beyond the Screen: Expanding IP into Immersive Experiences
The streaming model, while revolutionary, has reached a critical juncture. It faces challenges like subscriber churn and escalating content costs that demand innovative solutions. Simply offering a library of content is no longer sufficient. As per Accenture’s report, the key to future growth lies in moving beyond video and embracing a holistic approach to IP extension. This entails creating immersive experiences that deepen fan engagement and generate diverse revenue streams. Think interactive games, exclusive behind-the-scenes content, virtual meet-and-greets, and merchandise collaborations. By transforming from content providers to experience curators, streaming platforms can unlock new levels of engagement and loyalty, serving as gateways for richer fan interactions.
Accenture’s “Going Beyond Video” Business Innovation Model. Image Source: Accenture
The Untapped Potential of Fandom: From Niche to Mainstream
Fandoms, once considered niche communities, are increasingly influencing mainstream trends and driving significant economic activity. Deloitte's research underscores the value of engaging with these passionate fan groups, who exhibit higher engagement levels than casual consumers. These "super fans" are highly active across digital platforms, driving conversations, creating user-generated content, and influencing purchasing decisions. They are the evangelists, the word-of-mouth marketers, and the driving force behind a franchise's longevity. Media companies that are willing to tap into this enthusiasm can unlock significant value, driving subscriber growth, promoting content discovery, and extending the lifespan of their IP.
Deloitte’s insights related to fandoms and fan communities. Image Source: Deloitte Insights
The Anatomy of Fandom: Engagement and Consumption Patterns
Modern fandom is characterized by multi-platform engagement, user-generated content, and a deep sense of community. Fandom today spans various platforms and interactions, from streaming and social media to live events and digital forums. Fans increasingly use social media to connect with each other and creators, consume related content and products, and participate in fan-driven activities. They are not passive viewers but active participants in the IP’s narrative, shaping its trajectory and extending its lifespan. This multifaceted engagement highlights the opportunity to create richer experiences across different touchpoints, whether through interactive fan meets, livestream events, or exclusive social media content. According to Variety Intelligence Platform’s report on the power of fandom, key aspects of fandom and fan behavior include:
High Engagement and Re-engagement with Content: Fans actively consume and revisit content, often rewatching, sharing, and discussing their favorites.
Multi-Platform Activity: Fandom extends beyond streaming platforms to encompass social media, online and offline communities, and real-world events.
Active Participation on Social Media: Social platforms are vital for fan discovery, interaction, and information seeking.
Investment in the Fandom: Fans demonstrate their passion by purchasing merchandise, attending events, and investing in experiences related to their favorite franchises.
Variety Intelligence Platform’s insights on the power of fandom. Image Source: Variety Intelligence Platform
Riding the Wave: Key Fandom Trends
The landscape of fandom is constantly evolving, driven by technological advancements and changing consumer behavior. Recognizing trends like the rise of niche fan communities, the proliferation of user-generated content, and fans' increasing influence on the creative process is essential for staying ahead of the curve maximizing engagement. The YouTube 2024 Culture & Trends Report on Fandom identifies key trends shaping the future of fan engagement:
Rise of Niche Communities: Highly specific fan communities are emerging around shared interests and micro-celebrities.
User-Generated Content: Fan-created content is increasingly important, extending franchise engagement and strengthening community bonds.
Multi-Platform Engagement: Fans interact with their favorite franchises across multiple platforms, demanding a cohesive and integrated fan experience.
Fandom as Identity: For many, particularly younger fans, fandom is increasingly a core component of self-expression and identity formation.
Economic Impact and Influence: Fandom is a powerful economic force, driving merchandise sales, event attendance, and brand partnerships.
Key infographics from YouTube’s 2024 Culture & Trends Report on Fandom. Image Source: YouTube Culture & Trends
Bridging Physical with Digital: The Rise of Hybrid Fan Events
While live entertainment demand has rebounded post-pandemic, rising costs and evolving consumer preferences necessitate a more nuanced approach to experiential events. The pandemic accelerated the growth of hybrid fan events, combining the energy of in-person gatherings with online streaming accessibility. As Deloitte's research reveals, this trend is here to stay, with consumers expressing interest in hybrid models, such as watching live events in movie theaters, as cost-effective and convenient options. Hybrid events cater to both local and global audiences, enabling virtual fan meets for global engagement alongside physical events capturing the atmosphere of a live gathering. This hybrid trend presents exciting opportunities to reach wider audiences and generate new revenue streams.
Deloitte’s insights into fans’ preferences for in-person vs. watch from home experiential events. Image Source: Deloitte Insights
The Boys’ Love (BL) Phenomenon: Fandom, Impact, and Potential
The BL genre, a cornerstone of GagaOOLala's content offerings, has experienced explosive growth, driven by streaming, innovative storytelling, and passionate fan communities. This growth is particularly evident in Asia, where BL dramas have become a significant cultural and economic force, driving tourism and fostering cross-cultural exchange through BL-induced travels and regional fan meets and gatherings among the nations of Japan, Thailand, South Korea, Taiwan, the Philippines and more. This success demonstrates the potential of niche content to transcend geographical boundaries. The cultural and economic impact of the BL fandom is highlighted as:
Significant Market Growth and Economic Potential: BL content generates significant revenue through international distribution, merchandise sales, and tourism.
Government and Industry Support: The BL industry is receiving increasing state and private level support, recognized for its potential as a cultural export and economic driver.
Influence of Social Media and Streaming Platforms: Online platforms have played a crucial role in the genre's global reach and accessibility.
Amazing Thailand “Let’s Fall In Love With BL Dramas” Japanese Tourism Campaign. Image Source: Tourism Authority of Thailand
A booth promoting Thai BLs at the “2022 Mini Thai Festival” in Osaka, Kapan. Image Source: Kyodo News
Case Study: GMM TV's "Global Live Fan Meetings"
On 30 May 2020, GMM TV held the first leg of a four-part livestream fan meeting event that featured Thai BL stars Krist Perawat and Singto Prachaya from the popular Thai BL series SOTUS. This event, hosted on the V LIVE app, attracted tens of thousands of global fans, marking a breakthrough in BL fandom engagement. The fan meeting combined performances, interactive Q&As, and fan-participation games, following a model perfected by the K-Pop industry. The event’s success underscored the power of online fan engagement in BL fandom community, particularly in creating intimacy between stars and fans.
GMM TV's four-part "Global Live Fan Meetings" poster featuring Thai BL stars, KRIST & SINGTO, OFF & GUN, TAY & NEW and BRIGHT & WIN . Image Source: Thomas Baudinette
Select still from Dr. Thomas Baudinette’s experience of GMM TV’s “Global Live Fan Meetings” featuring KRIS & SINGTO on 30 May 2020. Image Source: Thomas Baudinette
According to cultural anthropologist Dr. Thomas Baudinette, GMM TV's global fan meetings demonstrate a successful model for leveraging online platforms to connect with international fans. By adopting K-pop promotional tactics and incorporating interactive elements, GMM TV created engaging experiences that resonated worldwide. This case study provides valuable insights into effective fan engagement strategies within the BL genre and also highlights the growing influence of K-pop promotional tactics in the BL space.
Select stills from Dr. Thomas Baudinette’s experience of GMM TV’s “Global Live Fan Meetings” featuring TAY & NEW on 13 June 2020. Image Source: Thomas Baudinette
Case Study: TV Tokyo and GagaOOLala’s "At 25:00, In Akasaka" Fan Meet in Seoul
In a similar footing, GagaOOLala's Japan-Taiwan BL co-production with TV Tokyo, At 25:00, In Akasaka, exemplifies the global appeal of BL content and the effectiveness of multi-platform engagement strategies. The show’s fan meet in Seoul, hosted both live and online with support from P’En and Hellolive Korea, brought fans together for a unique, cross-cultural event with in-person attendees from South Korea, Japan, Hong Kong, Taiwan and Mainland China and online fans from across the globe. Featuring lead stars Niihara Taisuke and Komagine Kiita, the event allowed fans to engage with the stars, enhancing their connection to the content. The hybrid format of the fan meet, combining live attendance with online streaming, demonstrates the potential for reaching wider audiences and maximizing engagement.
Select live and online stills from TV Tokyo and GagaOOLala’s At 25:00, In Akasaka Fan Meeting in Seoul on 31 August 2024.
Case Study: "First Note of Love" 1st Fan Meet in Taipei
Finally, GagaOOLala's "First Note of Love" 1st fan meet in Taipei, that took place on Saturday, 02 November 2024 at Westar, showcases our commitment to creating immersive experiences for our fans. The event, which drew over 500 passionate fans from Taiwan, the U.S., Canada, Malaysia, Japan, Hong Kong, and China, marked the beginning of the show’s regional fan meet tour with future stops scheduled for Seoul and other destinations in 2025. At the event, lead actors Charles Tu, Michael Chang, Tim Liu, and Thai star ‘Jame’ Kasama Kranjanawattana showcased their artistic talents , performing popular songs from the series, choreographed dances, and fan-favorite duets. Together, they delivered over ten engaging acts throughout the course of the fan meet.
This event, promoting our Taiwan-Thailand-Japan musical BL co-production in collaboration with Warner Music Taiwan, Star Hunter Entertainment Thailand, Video Market, and Rakuten TV Japan, demonstrates our ability to leverage IP success and fandom to drive engagement and build community. The fan meet marks an important milestone for GagaOOLala, emphasizing our dedication to expanding our IP beyond the realms of video into online and offline events with the fan meet set to combine musical performances with interactive fan engagement, offering attendees a memorable experience and strengthening their connection to the show.
GagaOOLala’s First Note of Love 1st Fan Meet in Taipei.
From Left to Right: 'Jame' Kasama Kranjanawattana, Tim Liu, Charles Tu & Michael Chang
Michael Chang & Charles Tu
'Jame' Kasama Kranjanawattana & Tim Liu
From Left to Right: 'Jame' Kasama Kranjanawattana, Tim Liu, Director Chien Hung Lien , Michael Chang & Charles Tu
GagaOOLala: Your Partner in Fandom Engagement
For GagaOOLala, fandom represents more than just viewers; it's a community of passionate advocates who contribute to our growth and success. By embracing the power of fandoms, exploring hybrid event models, and extending IP into online and offline experiences, we can unlock new ways to engage our audience. As we continue to invest in co-productions, fan meets, and immersive experiences, GagaOOLala is building not just a streaming service, but a global community where diverse voices and stories can thrive.
GagaOOLala is more than just a streaming service; we are a fandom ecosystem dedicated to:
Developing Innovative Fan Engagement Strategies: We are constantly exploring new ways to connect with fans, building meaningful relationships beyond content consumption.
Building Strong and Sustainable Fan Communities: We believe fostering genuine connections with fans is crucial for long-term success.
Creating Mutually Beneficial Strategic Partnerships: We are seeking like-minded partners who understand the value of fandom and want to collaborate on innovative fan engagement initiatives.
GagaOOLala: Where stories connect, and fandoms flourish.
GagaOOLala's Strategic Demographic Targeting
Portico Media Brand Portfolio
The Portico Media Global Entertainment Ecosystem
For more details, please access our Corporate Deck at: Portico Media Corporate Deck
For any questions and information, please contact: akash@porticomedia.com
Sources and References:
1) Deloitte, 2023 media and entertainment industry outlook
2) Accenture, 02 April 2022. Ad-funded video’s powerful return
https://www.accenture.com/gr-en/insights/communications-media/ad-funded-video
3) Deloitte Insights, 20 March 2024. Beyond mass appeal: The untapped potential of fandom
4) Variety Intelligence Platform, 08 April 2024. Power of Fandom: A Special Report
https://variety.com/2024/biz/news/power-of-franchise-fandom-special-report-1235948726/
5) YouTube Culture & Trends, 2024 Culture & Trends Report Fandom
https://www.youtube.com/trends/report/fandom-2024/
6) Stellar, 25 July 2024. Key Takeaways from YouTube's Fandom Report 2024
https://www.stellarsearch.co.uk/insight/key-takeaways-from-youtubes-fandom-report-2024
7) Deloitte Insights, 08 October 2024. ‘Funflation’—and live event hype—goes up against more cost-conscious consumers
8) Tourism Authority of Thailand Japan, 胸キュンがとまらない タイBLドラマに恋しちゃおう！
https://www.thailandtravel.or.jp/pr/thai-bl-drama/
9) Kyodo News, 29 June, 2022. FEATURE: Thailand betting on dramatic "boys' love" tourism boom
10) Thomas Baudinette, 02 June 2020. Reflections on GMM’s “Global Live Fan Meetings”: Globalising Thai BL
11) Thomas Baudinette, 14 June 2020. I was a “Lucky Fan”!: Further reflections on Thai BL and GMM’s “Global Live Fan Meetings”
(This article represents a collaborative effort, integrating the advanced language processing capabilities of Google AI Studio and OpenAI's ChatGPT in its development.)