Superfans are consumers who over-index in their affinity towards things they love.
They paint their faces
on game day.
Watch their favorite band
perform 37+ times.
And show up three hours early to movie premieres—in costume.
Superfans dedicate time, money, and energy engaging with the things they love. Over time, those interests become part of their identities.
But superfans don't live exclusively in the entertainment world—they also show an incredible loyalty to the brands and products they love. Whether it is a friend who refuses to drink anything but Starbucks coffee, a sibling who will only fly Delta, or your partner who swears by their hotel rewards credit card, superfans are all around you, driving billions of dollars of economic impact.