The Future is All About the Fans

Ahead of YouTube India's Fantfest, a report by YouTube and SmithGeiger offers incredible insight into Gen Z's platform use, painting an exciting picture for creators.

• 91% of Gen Z (14-24) have participated in fan-related experiences over the last 12 months.

• 87% identify as fans of someone or something on the platform.

• 93% watch videos of their favorite creators or subjects almost every week.

The willingness of fans to pay for content and support creators they love is exciting, especially considering the rise of platforms like YouTube, Fanfix, Patreon, Onlyfans, and Substack. Creators across subsequent generations (Alpha, Beta, and beyond) will be valued from day one, a luxury traditional creators (artists, musicians, performers, athletes) have struggled with as technology propels them into a new world.

New-world creators are born knowing what they need to do, building their art around this new world. In contrast, legacy creators often play an old-world game, struggling to catch up. This can be uncomfortable and frustrating, as many believe it's no longer about the 'art,' but in reality, the art itself has evolved which is a good thing.

The question that came up as part of the Parliamentary Enquiry into the Live Music Industry was will artists and musicians follow the path of theatre, opera, and ballet, relying on government funding and philanthropy to be 'saved,' or is there a clear pathway for them to build long-lasting careers?

I believe part of the solution is education and creating a greater connection between all creators – old-world creators (artists, musicians, performers, athletes) and new-world creators (YouTube, Fanfix, Patreon, Onlyfans, and Substack natives). Together, we can share, learn, and discover how to build more robust businesses that don't detract from the 'art' but add to it by bringing in new fans.