Nine Entertainment Co

Australia’s $4.3 billion fandom industry represents opportunity for brands

New research has revealed Australia’s fan industry is worth $4.3 billion, with 28 per cent of Australians considering themselves fans of something, representing an opportunity for brands to engage with new audiences to unlock growth.

The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, spoke to 1,400 people across 35 different fandoms in Australia to discover what they do, when they do it, why they do it, and how the marketing industry can effectively tap into it to make brands grow.

Released today at Powered’s Big Ideas Store, the research revealed Australian fans each spend on average $909 per year on their particular fandom, with the fan industry worth $4.3 billion.

The research revealed that at the heart of each fandom lies a core value, with fans connecting with that value on an emotional level, rather than the specific subject matter of the fandom.

While the research acknowledged that few brands are successful in creating their own fandoms, it did suggest a brand can be a fan itself and connect with valuable customers through shared fandoms.

To do so, a brand needs to exhibit the three core ingredients of fandom: participation, investment and dedication, while also proving a value alignment. As well as that, brands must learn and abide by the rules of fandom.

“There is a real opportunity to tap into this largely untapped $4.3 billion industry, but brands have to be prepared to put in the effort, just like the fans they are trying to reach,” said Toby Boon, Powered’s Director of Strategy, Insights and Effectiveness.

“Ten per cent of fans are getting tattoos of their fandom, seven per cent are naming their children after it. These are the lengths fans go to in order to prove their fandom.”

Brands have the opportunity to align with either mainstream or challenger fandoms. Just like mainstream brands, mainstream fandoms uphold the status quo and support and promote the norms of the category or the world. Challenger brands, like

challenger fans, subvert and try to change the rules and norms of the category or the world in order to become more accepted.
While challenger fandoms are less popular and socially accepted they make up a sizeable cohort of the Australian fan base, with one in three classed as challenger fans.

“For brands, there lies a real opportunity in taking a fandom from challenger to mainstream based on the fandom being able to borrow the mainstream equity of the brand,” said Boon.

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Not seen that Dotty Powered logo before.

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Departure of Chief Financial Officer

10 July 2020: Nine Entertainment (ASX:NEC) advises that Paul Koppelman has resigned for personal reasons including the recent death of a family member. The resignation is effective immediately. Graeme Cassells, currently Group Financial Controller, will take on the role of acting CFO.

Nine will be releasing its FY20 result on 27 August. Preparation of the final year accounts is well progressed. Subject to completion and auditing, at this stage, Nine is expecting to report Group EBITDA (pre Specific Items and post AASB16) in the range of $390m-$410m for its continuing businesses. Wholly owned net debt at 30 June, 2020 is expected to be c$300m.

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It happened last week on the beach at Byron Bay, and he is now recovering.

There had been suggestions that Gyngell might be tempted to take over as Nine boss for a third time given recent rumours of board unhappiness over the performance of Hugh Marks, but The Australian points out that that is looking more and more unlikely now. Gyngell seems ensconced living at Byron Bay where he also has some property investments.

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Hasn’t Marks done a great job in the past few years? Seems the company is going from strength to strength IMO.


Was that due to the work and streamlining that Gyngell did before he left?

He left a platform to build on.

For the record; it’s an assumption.

He also made some coin out of CUB’s purchase of Balter Brewing (yet another craft beer brand lost to Big Beer :frowning: )


Whenever someone says Big Beer, I think of this…



A photo taken on 13 July. Source: Skyscraper City.


I really like the entrance.

When are we expecting TCN9 to move in?

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As per a recent article from The Australian/post from @littlegezzybear, the executive, programming, marketing, legal and production areas have already moved there.

The newspapers will move next month, TV in October. It’s to my understanding that radio news will also move to North Sydney while the rest of 2GB/2UE may stay at Pyrmont.

Why aren’t the rest of 2GB/2UE moving to North Sydney? You’d think it’d make sense for everything to be grouped in together.


Maybe Pyrmont can transmit a better radio signal than North Sydney?

My thought is that maybe Nine would have to lease more space to fit in 2GB and 2UE? And maybe they can’t break the existing lease at Pyrmont?


Though the transmitters are both at Sydney Olympic Park.

Wouldn’t the content to be transmitted come via IP-based delivery? Or are they still using microwaves?

It will be interesting to see if NBN News production is moved there soon too, given the dilapidated state of their Newcastle studios which will be demolished to make way for apartments.

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