06-04-2026IMPACT COUNCIL

The next era of entertainment is sub-fandom

Franchises and finished products are the starting point, not the ending point.

[Photo: Getty Images]

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A decade ago, success in media meant capturing the largest possible audience. Today, it increasingly comes from serving the superfans.

But a deeper shift is underway. The most engaged audiences are no longer centered around the original franchise—they’re centered around specific moments, characters, or interpretations of it. Sub-fandoms are already driving more engagement than the source material itself. We see this across entertainment, from viral clips to gaming, where watching others play has become as big as—or bigger than—playing the game itself.

However, the content cycle hasn’t caught up to this change. Studios release major films every few years, or games every five to seven years, leaving long gaps between moments of engagement.

This creates a disconnect: Audiences want constant, personalized interaction, but franchises are built around infrequent, high-cost releases. To bridge this gap and keep sub-fandoms thriving, studios must find ways to foster continuous micro-engagements with fans.

This is where generative AI steps in. It is now easy for intellectual property (IP) holders to develop touchpoints with........

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