One interesting finding from the report is that a majority of Gen Z, defined as 14-24, don’t just see themselves as passive consumers but also as creators. In fact, 65% of Gen Z identifies as video content creators, although only 8% consider themselves professionals making money from their fan content. This highlights the desire of younger generations to actively participate in creating and sharing content related to their interests.
The report also presents case studies that demonstrate the impact of creators and brands in the gaming space on YouTube. For example, fans have helped keep the Grand Theft Auto franchise in the top five games on YouTube for the past decade. As a result, it’s not surprising that Rockstar Games’ trailer for Grand Theft Auto VI broke records on YouTube in December 2023, with 93 million views in its first 24 hours. Interestingly, reaction videos from creators contributed significantly to the trailer’s success, earning over 192 million views in the same timeframe. These breakdowns and reactions amplified the impact of the trailer and showcased the power of fan-created content.
The report also highlights how brands outside of the gaming industry have used games to connect with different communities. The NFL, for instance, utilized The Sims to announce the Los Angeles Chargers’ schedule for the 2024-2025 season, targeting younger audiences through gaming. This crossover between gaming and other industries demonstrates the potential for brands to build bridges and engage with diverse communities.
In conclusion, YouTube’s Culture & Trends report emphasizes the importance of fandom and the influence of creators in online communities. Fandom not only shapes consumer identities but also drives engagement and content creation. Brands can tap into this passion by leveraging gaming and collaborating with creators to connect with their target audiences on a deeper level. As gaming continues to evolve, it presents exciting opportunities for brands to engage with fans and build meaningful connections.
