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When US retailer Target was launching its deluxe edition of Justin Timberlake's album 'The 20/20 Experience,' it brought together 20 of Justin's biggest fans to make a video of their own performance of Justin's new single. It created a YouTube sensation when Justin walked in and joined them on-set. This is just one example of the rise of the super-fan. The explosion in digital/mobile communications and social media is driving an upsurge in the number, influence and revenue potential of the 'super-fans' who are the most passionate consumers and advocates of entertainment and media content and brands, says PWC's global entertainment and media outlook.
At a time when businesses in the industry are scrambling to find new sources of growth, developing a direct relationship with consumers is increasingly vital for realising incremental revenue. According to the study, 'super-fans' represent an increasingly valuable source of incremental revenue. This can be tapped by offering them a premium experience, such as pre-release, exclusive or live content, in return for a higher subscription, participation in product development, and/or ongoing support and advocacy on social media.
The report says to maximise the revenues from 'super-fans,' brands must engage them directly through digital channels.
