AI transforms fan obsessions into profit for Fandom, linking lovers of ‘Avatar’ to ‘Lord of the Rings’

Lucky for us, there is not one AI to rule them all.

The entertainment industry has long sought to understand and monetize fan behavior, with particular focus on younger generations who form deep emotional connections with media properties. Fandom, the world’s largest wiki-based entertainment platform, has emerged as a key player in this space, leveraging its massive user base and content repository to help advertisers better understand and target devoted fans.

The platform’s evolution: Fandom has grown from its 2004 founding as Wikia into a digital powerhouse that hosts approximately 50 million pages of wiki content covering everything from major franchises to niche interests.

• The platform reaches 71 million users monthly, including 24 million Gen-Z users, making it the third most popular ad-supported website among this demographic
• Roughly 80% of Fandom’s revenue comes from advertising across its network of wikis and websites
• The company owns several media properties, including TV Guide and Metacritic

Generational shifts in fandom: Recent data shows increasing emotional investment in media properties across successive generations, with Gen-Z showing particularly strong connections.

• A 2024 Deloitte survey found 58% of Gen-Z consumers consider their favorite musical artist core to their identity, compared to 32% of Gen-X
• Approximately 40% of Gen-Z consumers report similar deep connections to their favorite movie and video game franchises
• This trend of increasing media attachment has been observed consistently from Baby Boomers through Gen-Z

AI-powered innovation: Fandom’s new FanDNA Helix system uses artificial intelligence to identify unexpected connections between different media properties and fan behaviors.

• The system analyzes user behavior data and wiki content to understand why people engage with specific content
• AI algorithms identify common themes and characteristics across different properties
• This analysis enables more sophisticated targeting for advertisers seeking to reach specific audience segments

Practical applications: The FanDNA Helix system has demonstrated ability to make non-obvious connections that can inform marketing strategies.

• The system can identify thematic overlaps, such as linking Avatar 3 fans with Lord of the Rings audiences based on shared interest in escapism
• It can also make unexpected connections, such as recommending targeting Moana 2 advertising to fans of The Last of Us based on shared themes of self-discovery
• These insights allow advertisers to optimize campaign placement and reach new audience segments

Future implications: While Fandom’s AI-driven approach to understanding fan behavior represents a significant advancement in targeted advertising, it also raises questions about the increasing sophistication of consumer targeting and the commercialization of personal interests. The success of this technology could lead to more nuanced but potentially more intrusive advertising strategies across the entertainment industry.