TWITCH | Anatomy of Hype

Most of us participate in fandoms and engage in hype culture on some level. Some people collect merchandise while others create and share memes, while others find joy in tuning into a livestream. What drives this passion, and what role do brands play in fueling fandom?

In this data-driven report, we will explore the key elements that define fandom and the benefits for participating fans, identify how fandom has evolved in recent years, and uncover how brands can get in on the hype.