Fan engagement refers to a dynamic and interactive market that facilitates connections between fans and their favorite public figures, such as celebrities, social media influencers, musicians and other personalities. Fan engagement fosters deeper connections between fans and public figures, enhancing loyalty and creating a community. It serves marketing, monetization, and feedback purposes, benefiting both fans and personalities by offering exclusive content and direct interactions.
The fan engagement market consists of sales, by entities (organizations, sole traders and partnerships), of fan engagement services, which provide a wide range of opportunities designed to enhance the relationship between public figures and their audiences through meaningful and often personalized interactions.
The global fan engagement market was valued at $4,379.17 million in 2019 which grew till 2024 at a compound annual growth rate (CAGR) of more than 8.00%.
Rise In Sports Betting
During the historic period, the rise in sports betting has driven the growth of the fan engagement market. The rise in sports betting has enhanced fan engagement by integrating betting features with live sports experiences, providing fans with interactive engagement, real-time data and personalized incentives, while fostering deeper connections and loyalty through gamification and exclusive content. For instance, in July 2023, according to The London Economic, a UK-based on-line publication for Londoners, in 2023 the number of active online gamblers in the UK reached 24.7 million, reflecting a 6.2% increase from 2022. Sports betting generated $2.37 billion (£1.9 billion) in online gambling revenue, while online casinos brought in over $4.0 billion (£3.2 billion), with slots being the top choice among players. Additionally, in 2023 the online gambling sector drove significant growth in the UK, with revenues reaching a record $6.75 billion (£5.4 billion), representing a major portion of the total market. Therefore, the rise in sports betting drove the growth of the fan engagement market.
Revolutionizing Fan Engagement Through Advanced Technology
Companies operating in the fan engagement market are focusing on advanced technological platforms, such as advertising platform to strengthen their position in the market. The demand for personalized fan experiences is rising, as fans expect tailored interactions that resonate with their preferences and behaviors. For instance, in October 2024, Genius Sports, a UK-based sports data technology company, launched FANHub, the world's first advertising and activation platform designed specifically to engage sports fans. This innovative platform combines programmatic and social media buying capabilities, allowing marketers to connect with audiences through first-party data and proprietary insights. FANHub offers curated premium inventory across various channels, including display, video, connected Tele Vision (CTV), audio and digital out-of-home (DOOH) advertising. Key features include customizable bid models, real-time reporting for campaign optimization and dynamic creative optimization that adapts content based on live sports events.
The global fan engagement market is fairly fragmented, with a large number of players operating in the market. The top ten competitors in the market made up 16.94% of the total market in 2023.
Fan Engagement Global Market Opportunities And Strategies To 2034 from The Business Research Company provides the strategists; marketers and senior management with the critical information they need to assess the global fan engagement market as it emerges from the COVID-19 shut down.
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Where is the largest and fastest-growing market for fan engagement? How does the market relate to the overall economy; demography and other similar markets? What forces will shape the market going forward? The fan engagement market global report from The Business Research Company answers all these questions and many more.
The report covers market characteristics; size and growth; segmentation; regional and country breakdowns; competitive landscape; market shares; trends and strategies for this market. It traces the market's history and forecasts market growth by geography. It places the market within the context of the wider fan engagement market; and compares it with other markets.
The report covers the following chapters
- Introduction and Market Characteristics- Brief introduction to the segmentations covered in the market, definitions and explanations about the segment by engagement type, by user location and by application.
- Key Trends- Highlights the major trends shaping the global market. This section also highlights likely future developments in the market.
- Macro-Economic Scenario- The report provides an analysis of the impact of the COVID-19 pandemic, impact of the Russia-Ukraine war and impact of rising inflation on global and regional markets, providing strategic insights for businesses in the fan engagement market.
- Global Market Size And Growth- Global historic (2019-2024) and forecast (2024-2029, 2034F) market values and drivers and restraints that support and control the growth of the market in the historic and forecast periods.
- Regional And Country Analysis- Historic (2019-2024) and forecast (2024-2029, 2034F) market values and growth and market share comparison by region and country.
- Market Segmentation- Contains the market values (2019-2024) (2024-2029, 2034F) and analysis for each segment by engagement type, by user location and by application in the market. Historic (2019-2024) and forecast (2024-2029) and (2029-2034) market values and growth and market share comparison by region market.
- Regional Market Size and Growth- Regional market size (2024), historic (2019-2024) and forecast (2024-2029, 2034F) market values and growth and market share comparison of countries within the region. This report includes information on all the regions Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa and major countries within each region.
- Competitive Landscape- Details on the competitive landscape of the market, estimated market shares and company profiles of the leading players.
- Other Major And Innovative Companies Details on the company profiles of other major and innovative companies in the market.
- Competitive Benchmarking- Briefs on the financials comparison between major players in the market.
- Competitive Dashboard- Briefs on competitive dashboard of major players.
- Key Mergers and Acquisitions- Information on recent mergers and acquisitions in the market is covered in the report. This section gives key financial details of mergers and acquisitions which have shaped the market in recent years.
- Market Opportunities And Strategies- Describes market opportunities and strategies based on findings of the research, with information on growth opportunities across countries, segments and strategies to be followed in those markets.
- Conclusions And Recommendations- This section includes recommendations for fan engagement providers in terms of product/service offerings geographic expansion, marketing strategies and target groups.
- Appendix- This section includes details on the NAICS codes covered, abbreviations and currencies codes used in this report.
Markets Covered:
- 1) By Engagement Type: Personalized Messages; Live Video Calls; Master Classes; Other Engagement Types
- 2) By User Location: Tier-1 Cities; Tier-2-3 Cities
- 3) By Application: Entertainment; Art; Social Media Personalities; Music; Other Applications
- Companies Mentioned: Meta Platforms Inc. (Facebook); Samsung Electronics Co., Ltd.; Oracle Corporation; SAP SE; Intel Corporation
- Countries: China; Australia; India; Indonesia; Japan; South Korea; USA; Canada; Brazil; France; Germany; UK; Italy; Spain; Russia
- Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
- Time-series: Five years historic and ten years forecast.
- Data: Ratios of market size and growth to related markets; GDP proportions; expenditure per capita; fan engagement indicators comparison.
- Data segmentations: country and regional historic and forecast data; market share of competitors; market segments.
- Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.