Fans have become one of the most valuable consumer categories for streaming services and the entertainment industry, spending more time on platforms and allocating larger budgets to subscriptions than the general audience, according to the Deloitte Digital Media Trends 2026 study. Fans consume 51 minutes more media and entertainment content each day than non-fans, spend an average of 71 USD per month on subscription video-on-demand (SVOD) services, compared to 56 USD for other consumers, and are more likely to follow their interests across multiple platforms, the study shows.
Unlike regular consumers, fans maintain interest in their favorite TV shows, movies, artists, creators, or franchises even between releases and seasons, and media companies and streaming providers are increasingly investing in personalized experiences and AI-powered tools to turn users into active fan communities and keep them connected year-round, between major content launches.
In terms of generational differences, the study shows that the average age of fans is 44 years old, compared to 58 years in the case of non-fans, while Generation Z and Millennials tend to belong to a larger number of fan communities than consumers in more mature generations. Also, 71% of Gen Z fans and 67% of Millennials say they engage with their fandoms across multiple platforms and formats, from streaming and social media to live events and products dedicated to fan communities.
In this context, media and entertainment companies are starting to experiment with new models to maintain the relationship with users beyond release windows and converting audiences into fans, the study shows. Spotify has already introduced chat features, while Disney+ and Netflix are testing integrating user-generated content into the platform in an effort to encourage more frequent engagement and keep consumers' attention.
"The streaming services industry is evolving from a strategy predominantly centered on content releases to one focused on building an ongoing relationship with users. While competition was once driven largely by the ability to attract subscribers through new content, differentiation today increasingly depends on delivering ongoing and relevant experiences. Generative AI can play a key role in this transformation, from personalized recommendations and summaries to new forms of interaction. At the same time, success will depend on the platforms' ability to better understand fan behavior and turn engagement into long-term value", said Andrei Ionescu, Consulting Market Leader, Deloitte Romania.
By integrating content, social functionalities, and shopping opportunities into a unified ecosystem, media companies can better understand user behaviour, provide more personalized experiences, and create new revenue streams, the study shows. For example, a sports fan could watch a game on a streaming service and then comment on it on an integrated social media channel without leaving that interface. Afterwards, they could listen to a post-game podcast, watch a video made by a content creator about their favorite player, and click on a link to buy a team jersey or promotional product.
Generative artificial intelligence (Gen AI) is identified as one of the factors that can accelerate this transformation. According to the study, nearly 40% of fans would accept AI-generated content if it is clearly labeled, and more than a quarter would like personalized summaries about their favorite series, franchises, and creators that combine information from streaming, social media, and podcasts. At the same time, 22% of the participants in the study say that they would use streaming services more if platforms offered more personalized recommendations through artificial intelligence.
The study also shows that almost half of the fans surveyed say that their level of involvement, measured by the time and money allocated to their passions, has remained constant throughout different stages of life, indicating significant potential for long-term value creation.
The Deloitte Digital Media Trends 2026 report was conducted among more than 3,500 consumers in the United States.
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