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Which movie and TV franchises dominate the YouTube landscape?

Using data from content analytics and tech firm Vobile, official sponsor of this “Fandomination” special report, Variety Intelligence Platform dug into the most popular franchises on YouTube by tracking the output of fans turned creators.

Which movie and TV franchises dominate the YouTube landscape?

Using data from content analytics and tech firm Vobile, official sponsor of this “Fandomination” special report, Variety Intelligence Platform dug into the most popular franchises on YouTube by tracking the output of fans turned creators.

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Fandomination.pdf

  1. 1. PRESENTED BY P.1 SPECIAL REPORT | First Edition, November 2022 How top film and TV franchises turn fans into YouTube creators P R E S E N T E D B Y
  2. 2. PRESENTED BY P.2 Page Introduction 3 MCU 5 DCEU 7 Star Wars 9 Page Transformers 12 Jurassic 14 Harry Potter 16 Fast & Furious 18 Page Game of Thrones 20 The Walking Dead 22 The Hunger Games 24 Glossary 26 I N TH I S R E P O RT About the Author Randee Dawn is a veteran entertainment journalist who has written for Variety since 2003. Her debut pop-culture fan­ tasy novel, “Tune in Tomorrow,” published in August. Visit her @ RandeeDawn.com.
  3. 3. PRESENTED BY P.3 L ong before the internet existed, fanzines ruled. Fans’ original user-generated content (UGC), “hot takes” appeared in home­ made magazines, often photo­ copied and stapled together. Today, there’s YouTube, where fans can post their passions for all things media in millions of videos that range from full-fledged DIY movies to clips under 30 seconds from video games based on films or TV shows. It’s about fan expression, ardor and marketing all rolled into one. Yes, the franchise owners and corporations may release content as trailers, interviews or more, but across the board, those official contributions are dwarfed by the conversations devotees are having with one another. So which movie and TV franchises dominate the UGC landscape, and which deliver the most bang for the buck — as in engagements per video? Using data from content analytics and tech firm Vobile, official sponsor of this “Fandomination” special report, Variety Intelligence Platform dug into the most popular franchises on YouTube by tracking the output of fans turned creators. The YouTube videos were found using Vobile technology and social video analytics tool Tubular, which aggregates public-facing metrics for videos uploaded to social platforms. Demographic data reflects the three-year period of August 2019-August 2022. All videos needed to have at least one franchise-specific keyword in their title. A view-weighted sample set of videos from each franchise was then categorized based on content type and analyzed using public-facing lifetime metrics. Most of the data indicates what fans and other media companies do with the official content, and all solely reflect YouTube as a platform. Official video uploads from studios make up less than 5% of the content reflected here. Spoiler alert: Ruling over all fran­ chises is the Marvel Cinematic Universe, with 6.2 million videos and 7.7 billion “engage­ ments” — the latter an over­ arching term for likes and comments. Videos involving the MCU trounce even the No. 2 brand on the list, the DC Extended Universe. The rest of the top 10, though, corner the market in unique, often surprising ways: “Transformers” relies on toy videos, not movies, while fans of the “Fast & Furious” oeuvre engage mostly with music-related content and the “Hunger Games” and “Walking Dead” franchises lead with video game-related content. Despite the MCU’s dominance, a little digging reveals it’s not the most superpowered franchise when it comes to engagement rates. That would be “Harry Potter” and “The Walking Dead,” proving the franchise with the most official content does not always result in the most engaged audience. Also worth noting is even after a title ceases to provide fresh material — remember, the last “Hunger Games” movie came out in 2015 — fans still remain hungry, creating their own costumes, reenactments or scenarios within video games. Fan culture has long been a powerful tool for understanding what keeps a par- ticular franchise, or individual project, a valuable source of ongoing revenue and IP. Parsing exactly what draws followers can be a much bigger, more esoteric chal- lenge. Regardless, there’s no question: Fans will always want to fan together. In a fractured, niche entertainment universe, it is the collective watercooler around which stories continue to be told. I NTRO D U C TI O N
  4. 4. PRESENTED BY P.4 Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 500M 1.00B 1.50B 2.00B 2.50B 3.00B 3.50B 4.00B 4.50B 5.00B 5.50B 6.00B 6.50B 7.00B 7.50B 8.00B 8.50B 9.00B 9.50B 10.00B 10.50B 11.00B Hunger Games DCEU Fast & Furious Transformers The Walking Dead Jurassic MCU Harry Potter Star Wars Game of Thrones SOURCE: VOBILE M O NTH LY VI E WS FO R 1 0 TO P FR AN C H I S E S O N YO UTU B E
  5. 5. PRESENTED BY P.5 1 . M C U Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 2B 4B 6B 8B 10B 12B SOURCE: VOBILE T here are franchises that do well on YouTube, and then there’s the Marvel Cinematic Universe, which makes every- thing else look like a piker. No. 2, the DC Extended Universe, also deep-dives into a comic-book superhero collection but after almost 10 years still struggles to hit 4 billion views in its best month. The MCU, meanwhile, hit 4 billion back in May 2020, and by August 2022 — the end of VIP+ and Vobile’s three-year surveyed period — was regularly cresting 10 billion. The franchise’s interwoven elements run the gamut of feature films, TV series, video games, collectible merchandise and, naturally, comic books, all a magnet for fans. Thirty films have come out since 2008 (with release dates reaching into 2026 and anticipated even beyond that). As for television, since 2010 the MCU has premiered or plans to premiere dozens of series on channels across broadcast, cable and streaming. That’s a lot of content, but does it translate to consumer engagement? Per Tubular, MCU earns 16.7 likes/comments per 1,000 views — not the highest in the top 10 franchises we surveyed. “Harry Potter” tops engagement rates at 25.2 per 1,000, while No. 8 franchise, “The Walking Dead,” is at 22.1. Clearly, sheer volume of uploads does not always equate to the greatest rate of engagement. Still, the might of MCU’s presence on YouTube can’t be denied, with viewer- ship largely Movies/TV related, at 36% of views, and Fan Skits/Re-creations/ Parodies coming in a close second at 28%. Those jumping in lean male (67%) and from the U.S. (40%). Fan views show steady growth over the evaluated period, spiking from 6.8 billion to 11.1 billion from November 2021 to January 2022. This key timeframe coincides with the releases of “Eternals” and “Spider-Man: No Way Home” in theaters and “Hawkeye” on TV. Unlike some fandoms, the views have not fallen back down to 2019 levels, and the MCU continues with monthly views in the eight digits, solidly at the top of the heap. 6.2M Videos 461B Views 7.7B Engagements JANUARY 2021 “WandaVision,” the first MCU series on Disney+, premieres JANUARY 2020 Marvel Television folds into Marvel Studios JUNE 2022 “Ms. Marvel” series drops on Disney+ JULY 2021 “Black Widow” releases to theaters DECEMBER 2021 “Spider-Man: No Way Home” debuts in theaters
  6. 6. PRESENTED BY P.6 Compilation/Listicle/Fan Edit (11%) Clip (9%) Analysis (6%) Trailer (5%) Review/Reaction (2.1%) Cast Interview (1.3%) Behind the Scenes (1.1%) Promotional (0.5%) Full Episode (0.3%) Other (0.3%) Fan Skit (16%) Other (0.5%) Vlogs (0.8%) Analysis (1.6%) Movie Score or Soundtrack (1.8%) Song (3.7%) Game Content (14%) Cooking/Food (0.8%) Art/Crafts (1.3%) Costume/Makeup (2.1%) Toys/Merch (10%) Prank (1.1%) Animation/Stop-Motion (11%) Breakdown by Category Share by Gender and Age 55+ 45-54 35-44 25-34 18-24 13-17 7% 22% 35% 30% Male 67% 6% 24% 38% 25% Female 33% SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Top Locations U.S. 40% Brazil 6% U.K. 5% Mexico 5% Canada 3% India 3% Germany 3% France 2% Argentina 2% Italy 2% M C U Movies/TV 135 36% Fan Skit/Re-Creation/Parody 107 28% Hobbies 53 14% Video Games 52 14% Music 21 6% Book 6 2% Other 5 1% Breakdown by Category  MCU rules exponentially above and beyond others in the top franchise views list, with external content and YouTube videos and alone releasing dozens of films and TV series. Familiar characters share the screen in multiple movies, and creators are happy to retcon established canon to tell fresh stories or, in the case of the Disney+ series “What If…?” simply pose alternate- universe theories.  Despite the vast amount of content and views, MCU trails behind other less busy franchises in engage­ ment. “Star Wars,” “The Walking Dead” and “Harry Potter” all evidence stronger engagement rates from viewers, a critical data point for success.  The giant surge MCU experienced between the end of 2021 and the rollout of 2022 has maintained intensity, with views regularly in the 10 billion- 11 billion range, ensuring that saturation has not yet been reached. Meanwhile, as it dives deeper to give lesser-known and diverse characters more platforms, it seems unlikely the MCU will fall from the top franchise spot.
  7. 7. PRESENTED BY P.7 2 . D C E U Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0.0 1.0B 1.5B 2.0B 2.5B 3.0B 3.5B 4.0B SOURCE: VOBILE 500M T he DC Extended Universe far predates streaming, having been around as comics since 1937. But the recent spate of superhero-based films from its realm only kicked off in 2013, and DC Films and Warner Bros. have since focused more on features, leaving related media properties to languish with obligatory efforts. Still, with Superman, Batman, Wonder Woman and Aquaman in your stable, per- haps hyperfocus is the ticket. Certainly it’s landed the DCEU (soon to be renamed simply the DCU) in the top echelon for both views and engage­ ment. Since 2019, the franchise has put out five films, with “Black Adam” released in October and no fewer than four titles set for 2023. As for TV/streaming, “Aquaman: King of Atlantis” (an animated miniseries), HBO Max series “The Peacemaker” and others in development suggest the small screen is clearly becoming a venue of focus. Numbers-wise, this makes DCEU an interesting study: The majority of videos and engagements are from the Movies/TV category (53%), with clips making up half that. Yet the videos with the most plays often blend films with other fan bases (Doja Cat’s “Boss B*tch” music video from “Birds of Prey,” uploaded in January 2020, is tops, with 332 million views). The DCEU audience remains heavily male (68%) and based in the U.S. (41%). Views range consistently between 2 billion and 3 billion per month, with peaks and valleys difficult to tie to a specific property. The most significant, nearly cracking the 4 billion mark, came in March 2022, as “The Batman,” with Robert Pattinson as the Caped Crusader, arrived in theaters. Though separate from the continuity of the DCEU, the film no doubt helped spur engagement with DC-related content. The same month, “Peacemaker” wrapped its first season on HBO Max and released a soundtrack album and a single featuring star John Cena. While the numbers did trickle down to previous levels, maybe as the DCEU ups its TV and streaming leveraging, there will be more reasons for fans to engage. 3.5M Videos 196B Views 2.8B Engagements JANUARY 2022 “The Peacemaker” debuts on HBO Max, with weekly installments AUGUST 2022 “Batgirl” canceled by Warner Bros. Discovery in postproduction AUGUST 2021 “The Suicide Squad” releases to theaters and HBO Max MARCH 2021 “Justice League” director’s cut begins airing on HBO Max FEBRUARY 2020 “Birds of Prey” premieres in theaters DECEMBER 2020 “Wonder Woman 1984” releases to theaters and HBO Max
  8. 8. PRESENTED BY P.8 Male 68% Female 32% Top Locations U.S. 41% Brazil 8% U.K. 5% Mexico 4% Canada 4% India 2% Argentina 2% Philippines 2% Indonesia 2% France 2% Share by Gender and Age 55+ 45-54 35-44 25-34 18-24 13-17 6% 20% 35% 32% 7% 23% 36% 26% Compilation/Listicle/Fan Edit (15%) Trailer (2.8%) Analysis (2.5%) Review/Reaction (1.7%) Promotional (1.4%) Behind the Scenes (1.1%) Cast Interview (0.3%) Clip (29%) Theme Park (0.3%) Vlogs (0.6%) Other (1.7%) Analysis (1.7%) Song (2.2%) Movie Score or Soundtrack (3.6%) Game Content (11%) Cooking/Food (0.6%) Art/Crafts (1.1%) Costume/Makeup (2.5%) Toys/Merch (8%) Challenge (0.3%) Prank (0.6%) Animation/Stop-Motion (6%) Fan Skit (7%) SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category D C E U Movies/TV 191 53% Fan Skit/Re-Creation/Parody 51 14% Hobbies 45 12% Video Games 38 11% Music 21 6% Book 6 2% Other 9 2% Breakdown by Category  The DCEU has started exploring secondary superhero brands Shazam and Black Adam, with upcoming films for 2023 putting the spotlight on the Flash and Blue Beetle. But it has also potentially missed opportunities: “Aquaman,” the highest-grossing DC Comics film, came out in 2018 and won't see its sequel, “Aquaman and the Lost Kingdom,” released until late 2023.  While other top franchises churn out content across multiple media platforms, the DCEU remains focused on its feature titles and has given TV properties relatively little attention. But spikes around the “Peace- maker” season and ongoing high views for DC Kids’ “Teen Titans Go!” suggest the small screen is receptive to DC investing more.  The top DCEU videos on YouTube are from official sources, including Atlantic Records, Cartoon Network or Warner Bros. Meanwhile, fan videos for the charac- ters Shazam, Batman and Superman take up much of the rest of the high-viewed content, and spikes would suggest fans are more reactive than creative in this particular fandom.
  9. 9. PRESENTED BY P.9 3 . S TAR WAR S Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 500M 1.5B 2.5B SOURCE: VOBILE 1.0B 2.0B F or many fans, “Star Wars” isn’t just a fandom — it’s a lifestyle. Nine films from the core “Sky- walker saga” span 1977-2019, a decades-long period that makes this franchise an intergenerational passion. The “Star Wars” oeuvre is responsible for revolutionizing movie collectibles and toy tie-ins, often pulling in exponentially more from merchandising than box office. It spawned dozens of spinoffs, from standalone features to video games to books, comics and a TV series universe that has ballooned since the property was acquired by Disney in 2012. In other words, what works for “Star Wars” is just about everything. Given there’s been no original narrative film since 2019, the period measured by VIP+ and Vobile was particularly fruitful for its TV arms, and that has kept videos and views both fresh and robust. Movies/ TV leads the pack in video categories, with 37.1% of views, and gaming coming in just behind at 20.4%. Disney+’s “The Manda­ lorian,” which premiered in 2019, dominates the most seen videos with a trailer (460 million views) and tributes to Grogu (aka “Baby Yoda”) made by fans. “Star Wars” has the widest gender gap of all the top 10 franchises, at 80% male, and is third highest in engagements per 1K views (20.9) in the list. Spikes in views are clearly tied to major content releases, changes, finales — and the holidays, as the transition from one year to the next seems to signal higher levels. Views between September 2019 and January 2020 shot from 501 million to 1.2 billion, which dovetails with the launch of “The Mandalorian” and the final film in the Skywalker saga, “The Rise of Skywalker.” Another spike to 1.5 billion landed in December 2020 as Disney+ launched in Latin America. Still, while each of those peaks shortly settles back down to below the fran- chise’s 1 billion average, May-July 2022 saw a surge to 1.5 billion views, likely related to the premiere of “Obi-Wan Kenobi” on Disney+. It appears the force most definitely is with “Star Wars.” 2.9M Videos 71.9B Views 1.5B Engagements MAY 2022 “Obi-Wan Kenobi” premieres on Disney+ DECEMBER 2020 Mark Hamill reprises his Luke Skywalker role in “The Mandalorian” S2 finale DECEMBER 2019 “The Rise of Skywalker” releases OCTOBER 2019 “The Rise of Skywalker” final trailer debuts NOVEMBER 2019 “The Mandalorian” drops on Disney+
  10. 10. PRESENTED BY P.10 Top Locations U.S. 45% Germany 7% U.K. 6% Brazil 5% Canada 4% Mexico 3% France 3% Australia 2% Poland 2% Spain 2% Share by Gender and Age 55+ 45-54 35-44 25-34 18-24 13-17 9% 20% 33% 31% 4% 8% 25% 34% 26% Analysis (11%) Compilation/Listicle/Fan Edit (11%) Trailer (4.6%) Clip (3.4%) Review/Reaction (2.8%) Promotional (1.8%) Other (1.5%) Behind the Scenes (1.3%) Game Content (20%) Theme Park (1.3%) Other (1.5%) Audiobook (0.3%) Analysis (1.3%) Movie Score or Soundtrack (2.8%) Song (4.9%) Costume/Makeup (0.3%) Art/Crafts (0.3%) Cooking/Food (2.6%) Toys/Merch (12%) Prank (0.3%) Animation (7%) Fan Skit (8%) Breakdown by Category Male 80% Female 20% SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category S TA R WA R S Movies/TV 144 37% Video Games 79 20% Fan Skit/Re-Creation/Parody 59 15% Hobbies 59 15% Music 30 8% Book 6 2% Other 11 3%  “Star Wars” owes much of its top video viewership to fans of Disney+ TV shows, including “The Mandalorian,” rather than its long-running movie franchise, which wrapped in 2019. New series both animated and live action, as well as documen- taries, provide wide plat- forms for fan engagement.  Viewership rises correlate to specific release dates for new content, sometimes doubling when films or TV shows are released or even drop trailers. End-of- year holiday seasons also are prime time for spikes, though it’s hard to divide that element from the typical year-end release of shows and films. Still, such jumps tend to last for three months at most and then drop off.  In the near future, the feature-film side is not likely to fuel more videos, views or engagements. The untitled Taika Waititi entry — the first since the divisive “Rise of Skywalker” — isn’t set to arrive until the 2025 holiday season, and Patty Jenkins’ “Rogue Squadron,” originally scheduled for late 2023, has been removed from Disney's release calendar.
  11. 11. PRESENTED BY P.11
  12. 12. PRESENTED BY P.12 4 . TR AN S FO R M E R S Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 100M 200M 300M 400M 500M 600M 700M 800M SOURCE: VOBILE T hough not every media fran- chise created to promote a line of toys will break as big as “Transformers,” this expansive array of Japanese mecha toys has more than proven it can be done, complete with sound, fury and brand extensions. Starting as a line of toys in 1984, “Trans­ formers” transformed into a seven-­ film (and counting) feature series begin- ning in 2007 that now encompasses toys, animated TV shows, comic-book and web series, an extensive list of games and a handful of short films. And yet it’s telling that the videos most viewed on YouTube take the franchise back to its toy roots. “Transformers” is the only franchise of our top 10 to have the Hobbies category lead­ ing the pack in views (37%), followed — but not far behind — by Movies/TV. Fans love either making or wearing their own giant robot costumes, as evidenced by some of the most flocked- to videos. Dunia Robot’s “torang pasukan damai batudaa versi robot Transformers optimus prime,” uploaded in June 2021, has garnered some 160 million views, and it’s just 30 seconds of a person being aided wiggling into a seven-foot-tall Optimus Prime getup. Followers are overwhelmingly male (67%) and from the U.S. (50%), while Dunia, which is behind some of the most successful YouTube “Transformers” videos, is based in Indonesia, home to just 2% of the viewership, reflecting the international appeal of the franchise. The fan base for the franchise re- mained largely steady throughout the VIP+/Vobile measuring period, hovering between 400 million and 600 million, with few notable spikes. A steady climb takes hold in November 2019 that drives up views to a new peak in September 2020 (748 million), perhaps in anticipa- tion of “Transformers: Battlegrounds,” Outright Games’ role-playing game, which launched that October. In early 2023, there’s a good chance another uptick will lumber in as the drum- beat for the June release of “Transformers: Rise of the Beasts” grows louder. 703K Videos 46B Views 337M Engagements JANUARY 2020 Joby Harold & James Vanderbilt sign on to pen new scripts JUNE 2021 Top franchise YouTube video drops JULY 2020 Animated series “Transformers: War for Cybertron Trilogy” debuts on Netflix OCTOBER 2020 First game since 2016, “Battlegrounds” releases
  13. 13. PRESENTED BY P.13 55+ 45-54 35-44 25-34 18-24 13-17 7% 22% 35% 30% 6% 24% 38% 25% U.S. 50% U.K. 6% Canada 5% Mexico 4% Brazil 3% Philippines 3% Australia 2% Indonesia 2% Japan 1% Argentina 1% Clip (14%) Compilation/Listicle/Fan Edit (7%) Trailer (2.6%) Full Episode (2.1%) Promotional (1.6%) Analysis (1%) Other (0.8%) Behind the Scenes (0.5%) Cast Interview (0.3%) Review/Reaction (0.3%) Toys/Merch (30%) Other (0.5%) Theme Park (0.8%) Vlogs (0.8%) Song (0.8%) Movie Score or Soundtrack (2.1%) Game Content (10%) Fan Skit (2.3%) Animation (16%) Art/Crafts (1.6%) Costume/Makeup (6%) Male 67% Female 33% Male Female Top Locations Share by Gender and Age Breakdown by Category SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Hobbies 143 37% Movies/TV 114 30% Fan Skit/Re-Creation/Parody 71 18% Video Games 38 10% Music 11 3% Other 8 2%  “Transformers” is an internationally consumed brand. Though viewers of the videos may come largely from the U.S., many of the top clips hail from outside the States and feature non-English speakers, proving lan- guage and culture are no barrier to pulling in tens of millions of views.  As a toy company that transformed into a media franchise, “Transformers” lives up to its name, with both video creators and YouTubers drawn to its gadgets’ playability. Videos whose sole content is the donning of a “Trans- formers” costume have proven enough to reel in engagements from fans eager to see their favorite characters come to “life.”  YouTube audience for the franchise remains high but steady, without major surges, with new game releases, short films and web show episodes not moving the needle very much or for very long. The last feature-film entry in the franchise was in 2018, which means things could shift in 2023 with the on- slaught of “Transformers: Rise of the Beasts.” TR A N S FO R M E R S
  14. 14. PRESENTED BY P.14 5 . J U R A S S I C Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 200M 400M 600M 800M 1.2B 1.4B SOURCE: VOBILE 1.0B T he ongoing success of “Juras­ sic Park” proves if you can brand yourself as the go-to dinosaur universe, your fan­ dom can span generations and spur offshoots such as toys, TV shows, games and short films. The June 2022 release of the latest cinematic entry, “Jurassic Park Dominion,” recently edged the brand over $1 billion globally and elevated views to T-rex levels, hitting 1.3 billion by August. Video games dominate YouTube’s “Juras­ sic” universe, with 30.3% of total views aimed at the game content that has fueled fan fervor since the original film, based on Michael Crichton’s sci-fi novel, came out in 1993. (Four books have published since 1990.) Men dominate in the franchise (64%), which has helped “Jurassic” to co-brand with companies in the male-dominated gaming space for expansions, including Lego, Microgaming, Skyrocket and Minecraft. No surprise that “Jurassic” and “The Walking Dead” have similar popularity in the gaming space, as both focus on hordes of deadly non-humans who can be mowed down without guilt. But the Clips and Hobbies sections, which draw 22.5% and 22% of views, respectively, show how this franchise is ripe for fan interpreta- tions and mashups. Some of the most popular videos here show people playing with dinosaur toys, making stop-motion animations and often bringing in charac- ters from unrelated fan favorites — some- thing uniquely popular in Jurassic-dom. From April 2020 through December 2021, the “Jurassic” franchise numbers climbed steadily from 500 million into the 700 millions, with small peaks and valleys. The release of “Jurassic World Evolution 2” video game in November 2021 plus a five-minute online preview for the June 2022 release of “Jurassic Park Dominion,” the first new cinematic entry in four years, prompted a major surge, pushing views over 1 billion for the first time. Then, after an all-time top-out at 1.3 billion in August, the numbers slid precipitously, suggesting that it’s fresh entries that keep the roar from this particular franchise thundering. 513K Videos 40.6B Views 379M Engagements NOVEMBER 2021 “Jurassic World Evolution 2” video game drops JUNE 2022 “Jurassic World Dominion” debuts JUNE 2021 “Jurassic World Dominion” preview runs at “F9” Imax screenings MAY 2022 “Jurassic World Primal Ops” video game is announced NOVEMBER 2020 “Jurassic World Evolution” game out on Nintendo Switch FEBRUARY 2022 “Jurassic World Dominion” official trailer premieres
  15. 15. PRESENTED BY P.15 U.S. 42% U.K. 7% Brazil 7% Mexico 5% Germany 3% Canada 3% France 2% Spain 2% Australia 2% Argentina 2% 55+ 45-54 35-44 25-34 18-24 13-17 7% 20% 35% 29% 7% 24% 37% 25% Clip (7%) Compilation/Listicle/Fan Edit (6%) Trailer (4%) Analysis (3.5%) Review/Reaction (1%) Promotional (0.5%) Behind the Scenes (0.3%) Game Content (30%) Vlogs (0.3%) Other (2%) Theme Park (3.3%) Song (0.8%) Movie Score or Soundtrack (1.3%) Fan Skit (7%) Animation (11%) Cooking/Food (0.5%) Art/Crafts (1%) Toys/Merch (20%) Male 64% Female 36% Male Female Top Locations Share by Gender and Age Breakdown by Category SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Video Games 120 30% Movies/TV 89 23% Hobbies 87 22% Fan Skit/Re-Creation/Parody 70 18% Music 8 2% Other 22 6% J U R A S S I C  The “Jurassic Park” repu­ tation as an all-encom- passing dino-sandbox for fans is a critical prompter for YouTube engagement. The franchise corners a market not explored successfully by any other and pulls in a loyal gamer fan base willing to play on mobile, home systems and even virtual reality.  Engagement with “Juras­ sic” is dominated by followers’ need to play, as they often post their own fan video content to YouTube, wherein the dinosaurs wreak havoc with characters from other franchises.  The first new film in the canon since 2018, “Juras- sic Park Dominion” hurled view numbers over the 1 billion mark for a brief period before they fell back to Earth, with around 700 million since the end of summer blockbuster season. It’s unclear where the film series goes from here, suggesting games and other categories will continue to drive engage- ment in the near future.
  16. 16. PRESENTED BY P.16 6 . HAR RY P OT TE R Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 100M 200M 300M 400M 500M 600M 700M 800M SOURCE: VOBILE “H arry Potter” has trans- formed both publishing and movies. J.K. Row­ ling’s original seven titles, published between 1997 and 2007, changed reading for a generation. Then they etched a modern template for high- end film franchises, including the now standard two-part finale phenomenon. The films, spanning a 10-year period (2001-11) and featuring largely the same cast, were a profit-making machine that still churns with the “Fantastic Beasts” prequel series and a Broadway play. It figures, then, that the Movies/TV realm is the focus of fans, taking up 50% of all franchise video views on YouTube (mostly fan edits, listicles or compilations). Views of videos related to the books, meanwhile, barely rate at just 2%. Still, finding “most popular” trends is a challenge. “Potter” is shorthand for many “magic”-related videos that aren’t related at all. The first publicly available top video with “Harry Potter”-specific content in­ volves the PlayStation game “Hogwarts Legacy” trailer from September 2020, with 30.4M views. But not to be ignored are such slick fan creations as the Italian film “Voldemort: Origins of the Heir” (18 million), released in 2018. Views have trended upward over the past three years, vaulting from 250 million to 300 million to 740 million, in January 2022. This timed perfectly with HBO Max’s commemorations of the film that kicked things off — “Harry Potter and the Sorcer- er’s Stone,” which premiered in the U.S. in November 2001 — including the docu- mentary “Harry Potter 20th Anniversary: Return to Hogwarts” and a special edition of the original. The residual effect has kept the fran- chise numbers in the 400 million-500 million range, likely sustained by “Fan­ tastic Beasts: The Secrets of Dumble- dore,” which hit theaters in April 2022, before moving to HBO Max. Two more films are in the works but not yet greenlit, after which the “Potter” franchise’s fate on YouTube will remain something to be foretold in the scrying mirror. 866K Videos 31.6B Views 795M Engagements JANUARY 2022 “20th Anniversary: Return to Hogwarts” drops on HBO Max JANUARY 2021 News breaks of HBO Max “Harry Potter” live-action TV series MAY 2020 Weasley family reunion takes place on Zoom APRIL 2022 “Fantastic Beasts: The Secrets of Dumbledore” released in theaters SEPTEMBER 2020 “Fantastic Beasts: The Secrets of Dumbledore” begins filming
  17. 17. PRESENTED BY P.17 U.S. 28% Brazil 8% Germany 7% U.K. 6% France 6% Mexico 4% Canada 3% Italy 3% Spain 2% Australia 2% 55+ 45-54 35-44 25-34 18-24 13-17 7% 20% 32% 32% 8% 22% 31% 30% 5% Fan Skit (8%) Animation (3.1%) Challenge (2.8%) Prank (0.3%) ASMR (0.3%) Art/Crafts (4.9%) Toys/Merch (3.6%) Cooking/Food (2.1%) Costume/Makeup (1.3%) Compilation/Listicle/Fan Edit (21%) Audiobook (0.3%) Review/Reaction (0.3%) Analysis (1%) Theme Park (0.3%) Other (1%) Vlogs (2.1%) Movie Score or Soundtrack (2.6%) Song (6%) Game Content (10%) Other (0.8%) Promotional (0.8%) Review/Reaction (1.5%) Cast Interview (1.8%) Trailer (3.6%) Behind the Scenes (4.1%) Analysis (8%) Clip (9%) Top Locations Share by Gender and Age Breakdown by Category Male 57% Female 43% Male Female SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Movies/TV 194 50% Fan Skit/Re-Creation/Parody 58 15% Hobbies 46 12% Video Games 39 10% Music 34 9% Book 6 2% Other 13 3%  “Harry Potter” draws the highest percentage of women (43%) engaging on YouTube — with most in the prized 18-34 demo — and that has helped it top even MCU in engagements. J.K. Rowling’s well-drawn and fully arced female char­ acters may explain some of the appeal.  Rowling’s political and social views have made her something of a flashpoint on social media since she began trending in the latter half of 2020 after expounding on sex and gender identity in the press. It’s arguable whether this contributed to YouTube views between June and October, when the numbers stayed virtually flat.  The “Fantastic Beasts” series keeps interest steady, but the generation that grew up with “Harry Potter” is now entering the nostalgia stage, evidenced by the success of HBO Max’s look-back content. As fresh entries in the franchise dwindle, it remains to be seen if “Potter” will continue to inspire interest in fan- created YouTube content. H A R RY P OT TE R
  18. 18. PRESENTED BY P.18 7. FA S T & FU R I O U S Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 100M 200M 300M 400M 500M SOURCE: VOBILE D o not underestimate the power of supercharged cars and their revved-up drivers over American audiences. That’s the message of the “Fast & Furious” franchise, because while it’s among the top 10 in the surveyed list, it is unlike any of the others. For one thing, “Fast” is the only non- genre franchise in the top 10 — no magic spells or superheroes and no dystopian futures or mystical “forces” that control the mind. “F&F” runs on exaggeration, but its genre is “action” right out of the gate. And yet with no new flms since 2021, it regularly clocks over 300 million monthly video views on YouTube. What’s the secret sauce? According to the numbers on YouTube, it’s the roaring soundtracks underneath it all. Nine “Fast & Furious” films and a spinoff, short films, an animated TV series that ran for six seasons on Netflix and multiple video games are indeed out there, but 51 per- cent of “F&F” views are based on music. The 19 full-length music properties and 18 singles released in connection with the films have paired with hot artists including Ludacris, 2 Chainz, Wiz Khalifa, and nat- urally there’s crossover appeal for those musicians’ fanbases. No. 2 video, “Tokyo Drift” by Teriyaki Boyz (PedroDJDaddy remix), from the eponymous “F&F” film, has alone racked up 126 million views. Despite the seemingly slow drift of fresh content, fans (68% male and 38% U.S. based) remain loyal. Video views on YouTube hover between 300 million and 400 million, with a few spikes — as in a February 2020 jolt to 497 million aligned with “The Road to F9: Fast & Furious Fan Fest,” a televised concert event featuring the likes of Cardi B and Charlie Puth that included a trailer for the ninth film. A mid- 2021 extended surge kept numbers in the high 400 millions, corresponding with the release of “F9” and its tracks. While view numbers since then may have trended downward, the premiere of “Fast X,” the first half of the series’ final film, in May 2023 will no doubt reveal another turbo boost. 280K Videos 30.6B Views 294M Engagements JANUARY 2020 “The Road to F9” concert airs, showing a trailer for the ninth film JUNE 2021 “F9: The Fast Saga” releases in theaters JULY 2021 Score and sound­ track drop for the “F9” film APRIL 2022 Official title of 10th film, “Fast X,” is revealed AUGUST 2022 “Fast X” wraps principal photography
  19. 19. PRESENTED BY P.19 55+ 45-54 35-44 25-34 18-24 13-17 5% 8% 20% 34% 29% 5% 7% 23% 36% 25% U.S. 38% Russia 5% U.K. 4% France 4% Canada 4% Germany 4% Brazil 3% Thailand 2% India 2% Japan 2% Clip (12%) Compilation/Listicle/Fan Edit (9%) Trailer (9%) Behind the Scenes (4.1%) Analysis (2.1%) Promotional (1.3%) Other (0.5%) Review/Reaction (0.3%) Theme Park (0.3%) Other (0.8%) Vlogs (2.1%) Prank (0.3%) Fan Skit (0.5%) Art/Crafts (0.5%) Toys/Merch (2.8%) Game Content (3.9%) Song (8%) Movie Score or Soundtrack (43%) Male 68% Female 32% Male Female Top Locations Share by Gender and Age Breakdown by Category SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Music 197 51% Movies/TV 147 38% Video Games 15 4% Hobbies 13 3% Fan Skit/Re-Creation/Parody 3 1% Other 12 3%  Fantasy and sci-fi fran- chises may have a better shot at long-term engage­ ment on YouTube, but “Fast & Furious” proves earthbound films rife with testosterone, muscle cars and family can still pack a powerful and sustained punch.  Tapping into a core audience with just the right music — on trend, matching with artists the audience prefers — means videos will have not just strong replay value but significant overlap with the musicians’ own estab- lished fan bases.  The “Fast X” release next year is sure to drive engagement higher, but while audiences are likely to keep watching videos and creating fresh content, their numbers could drop off just as fast, as the franchise lost over 150 million views in just a month after the hype for “F9” peaked in Feb­ ruary 2020. In the long run, though, maintaining fan interest may rely on buzz from still-in-develop- ment spinoffs. FA S T & FU R I O U S
  20. 20. PRESENTED BY P.20 8 . GAM E O F TH RO N E S Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 100M 200M 300M 400M 500M 600M SOURCE: VOBILE N o question: On YouTube in 2022, the “Game of Thrones” draw has become “House of the Dragon.” The HBO prequel series, which premiered Aug. 21 and expands on the dragon-mastering Targa­ ryens of “GOT,” has energized fans, who hadn’t had new material since the original, controversial 2011-19 series ended in a divisive finale. Nearly 73% of views — the highest in- dividual category portion of all fran­ chises surveyed — focused on fan-generated discussion, edits and compilations, with the top clips a mix of “GOT” and “HOD.” Case in point: The most played video is the behind-the-green-screen “Reality of Game of Thrones Dragon Shoots” from Ishhu Editz, which scored 47.7 million You- Tube views. Those engaging are predomi- nantly male (70%), with 37% U.S. based. The Music category is second in YouTube video views but at just 15.5%, despite the original series featuring a host of popular artists over its run, with many popping up in onscreen cameos, including Ed Sheeran, Sigur Ros and Chris Stapleton. Some also recorded songs for the series, though “GOT” isn’t known for non-score soundtracks. Still, the Music category reeled them in due to the likes of Coldplay joining forces with the cast for “Game of Thrones: The Musical,” a fund- raiser for Red Nose Day. That fan favorite garnered 36 million YouTube views. These days, it’s all about the drag- ons. “GOT” monthly video views lingered solidly at 150 million-160 million until the announcement of “Dragon” in spring 2021, when those numbers began climb- ing, hitting 277 million within weeks. “HOD” trailer releases prompted brief spikes, and then a month after the “HOD” premiere, views skyrocketed to 914 million. The franchise continues to have a respectable engagement ratio of 14.9 likes/comments per 1K views. For now, the franchise’s ascension is sure to continue, with a second season of “HOD” greenlit just a week after its debut, which should ensure the dragon’s bellies remain fiery for some time to come. 526K Videos 22.9B Views 341M Engagements AUGUST 2022 “HOD” debuts, sates fans’ hunger OCTOBER 2021 Official trailer for “HOD” releases MAY 2021 HBO fetes 10 years of “GOT” JULY 2022 HBO Max releases second trailer JULY 2021 “Reality of Game of Thrones” fan tribute posts MAY 2021 HBO confirms “House of the Dragon”
  21. 21. PRESENTED BY P.21 U.S. 37% Brazil 7% U.K. 7% Germany 4% France 4% Canada 4% Mexico 2% Australia 2% India 2% Spain 2% 55+ 45-54 35-44 25-34 18-24 13-17 5% 8% 20% 39% 26% 5% 7% 22% 40% 24% Compilation/Listicle/Fan Edit (21%) Analysis (15%) Clip (10%) Review/Reaction (8%) Vlogs (0.5%) Other (2.3%) Game Content (0.5%) Cooking/Food (0.3%) Costume/Makeup (0.5%) Toys/Merch (0.5%) Analysis (2.8%) Prank (0.3%) Animation (0.5%) Fan Skit (3.4%) Song (1.3%) Movie Score or Soundtrack (14%) Other (0.8%) Promotional (2.8%) Trailer (3.9%) Behind the Scenes (5%) Cast Interview (7%) Top Locations Share by Gender and Age Breakdown by Category Male 70% Female 30% Male Female SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Movies/TV 283 73% Music 60 16% Fan Skit/Re-Creation/Parody 16 4% Book 11 3% Hobbies 5 1% Video Games 2 1% Other 11 3%  Talking about the series has always been a fan focus, whether about author George R.R. Martin (who still has not finished the book series), the show’s brutality or the jaw-dropping special effects. That has kept engagement numbers on YouTube steady even after the “GOT” signoff.  Prequel “House of the Dragon” has replaced much interest in “GOT” in the years since the origi- nal ended. Viewing spikes pre-prequel premiere were largely tied to dragon- related scenes in the orig- inal or trailers for the new show, but an exponential spike of interest in “HOD” brought the franchise back into fan graces.  Views for the franchise ratched up starting in August 2022, with the previous steady views spiking to 587 million after the “HOD” premiere then nearly doubling by end of September. Consistent performance in the 900 million range would vault this franchise into the top, rather than the bottom, five of viewerships. G A M E O F TH R O N E S
  22. 22. PRESENTED BY P.22 9. TH E WALK I N G D E AD Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 20M 40M 60M 80M 100M 120M 140M 160M 180M 200M SOURCE: VOBILE “T he Walking Dead” may have started as a comic book series, and it may now be a long-running (since 2010) AMC TV series, but when it comes to what fans want on YouTube, it’s all about games. Game-related videos ac- count for the bulk of views (45%) related to the dystopian phenomenon. “The Walk- ing Dead” has leaned into actual game creation across multiple platforms over its 11-season run, and “Dead” content is also part of established frameworks such as “Bridge Constructor” and “The Escapists.” With a male-heavy fandom (76% of all views) — the second-widest gender gap of the top franchises — it’s no surprise there’s a strong gamer following. Nearly on par is the Movies/TV cate- gory, which garners 42% of all “Walking Dead” video views on YouTube (clips, listicles, analysis dominate). Most popular among videos that actually feature clips from the show are short, punchy moments like Twdxr’s “I’m Rick Grimes” (23 sec- onds, 14.6 million views). Still, overall engagement is high for “Walking Dead” videos in relation to other franchises: 22.1 likes or comments per 1K views, compared with 16.7 for top franchise MCU. Video view rates for “Dead” have stayed reasonably steady, hovering be- tween 100 million and 150 million. Spikes over VIP+ and Vobile’s studied time period tended to dovetail with the show’s split TV seasons, which set fans ablaze due to two “premieres” each season. The final three-part season, released in eight- episode chunks between August 2021 and October 2022, showed several peaks and valleys. Predictably, as the series nears its end in November, viewership is climbing — to record levels — shooting from 133 million in August 2021 to 244 million by September 2022. Can the show keep shambling to big numbers in the post-mothership world? It seems likely: No fewer than six spinoffs have aired, are airing or are set to air. Truly, “The Walking Dead” is its own inevi- table, unkillable, unsinkable force. 936K Videos 14B Views 310M Engagements AUGUST 2022 AMC’s “Tales of the Walking Dead” spinoff premieres OCTOBER 2021 “Halloween Walking Dead” fan video posts (hits 87M) MARCH 2020 Final episode for fan fave Michonne (Danai Gurira) SEPTEMBER 2020 “The Walking Dead: Onslaught” virtual reality game releases OCTOBER 2019 Season 10 of “The Walking Dead” premieres AUGUST 2021 Season 11 of “The Walking Dead” premieres FEBRUARY 2022 Season 11 of “The Walking Dead” has its midseason premiere
  23. 23. PRESENTED BY P.23 U.S. 40% Brazil 10% U.K. 6% Germany 4% Canada 4% Mexico 3% Argentina 3% Poland 2% France 2% Russia 2% 55+ 45-54 35-44 25-34 18-24 13-17 6% 15% 34% 38% 6% 18% 33% 35% Clip (11%) Analysis (9%) Compilation/Listicle/Fan Edit (8%) Review/Reaction (6%) Behind the Scenes (2.9%) Trailer (2.1%) Cast Interview (1.3%) Promotional (1.3%) Other (0.3%) Vlogs (0.5%) Theme Park (1.6%) Cooking/Food (0.3%) Costume/Makeup (0.5%) Review/Reaction (0.3%) Analysis (0.8%) Movie Score or Soundtrack (0.8%) Song (1%) Challenge (1%) Animation/Stop-Motion (1.8%) Fan Skit (4.5%) Game Content (45%) Top Locations Share by Gender and Age Breakdown by Category Male 76% Female 24% Male Female SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Video Games 173 45% Movies/TV 159 42% Fan Skit/Re-Creation/Parody 28 7% Music 7 2% Book 4 1% Hobbies 3 1% Other 8 2%  Zombies are the ultimate easy prey. Dangerous and deadly, they can be killed with no remorse, which feeds well into video games. “The Walking Dead” has made hay of that since its debut, with multiple games on many platforms, many of which turn into YouTube clips.  Spikes in video viewer­ ship are often tied to premieres, finales or major exits, as seen in the March 2020 exit of long-running favorite character Mi- chonne, which saw a leap to 158 million. Safe to say the jumps will disappear once the mothership show ends in November.  Without “The Walk- ing Dead” on the air, it remains to be seen whether YouTube views and new content on the platform will be sustained by spinoffs. Multiple new series, such as the Maggie and Negan-focused “Dead City” and an untitled Daryl series starring lead Norman Reedus, both for 2023, may buoy fresh interest — or start a long, slow decline. TH E WA LK I N G D E A D
  24. 24. PRESENTED BY P.24 1 0. TH E H U N G E R GAM E S “H unger Games” is not a recent franchise. The initial three books from Suzanne Collins (“Hunger Games,” “Catching Fire,” “Mockingjay”) published between 2008 and 2010, while the four films made from them (“Mocking- jay” was a two-parter) ran 2012-15. And yet “Hunger Games” makes the top 10 of all franchise content on YouTube … how? Simple: fans and video games. Top con- tent for “Hunger Games” in the measured period shows 48% of all views went to videos related to games. Yet despite being about a reality show whose contestants must fight to the death, “Hunger Games” never went all in on official games (save for some entries that circulated on Face- book and “Hunger Games: Panem Run” in support of the second film). Instead, fans crafted uni­ verses in Minecraft and Roblox that reflect “The Hunger Games” and the fictional country of Panem. The francise’s title has even entered the zeitgeist, used as shorthand for pitting any teams in a battle to the vir- tual death and providing infinite opportu- nities for fans to create video battles. Music is also big for “Hunger Games” video plays on YouTube, carrying 14% of views, with soundtracks that include the likes of Taylor Swift, Coldplay and Lorde. Videos of those songs buoy the series, which hovers between 20 million and 40 million views per month, with a rare spike to 50 million. The Hobbies category re- mains at just 3 percent of total views, and yet there are outliers: Crescent Shay’s fan video “Making Effie’s Butterfly Dress,” set to Doja Cat, has logged 105 million views and 4.8 million engagements, making it the franchise’s top video for the past three years. But renewal may be ahead: Prequel novel “The Ballad of Songbirds and Snakes” pubbed in May 2020 (coin- ciding with that 50 million views spike), and the film is due in November 2023. Still, book-related content is at just 1 percent of total views, so we’ll have to wait and see if the canon’s latest entry provides a new arena for creators hungry for “The Hunger Games.” Monthly Views Over the Past Three Years Sep 2019 Oct Nov Dec Jan 2020 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2021 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2022 Feb Mar Apr May Jun Jul Aug 0 10M 20M 30M 40M 50M SOURCE: VOBILE 487K Videos 8.7B Views 167M Engagements MAY 2020 Prequel novel “The Ballad of Songbirds and Snakes” publishes SEPTEMBER 2021 Top video “Making Effie’s Butterfly Dress” uploads JANUARY 2022 “Minecraft’s Funniest YouTuber Hunger Games” racks up nearly 10M views MAY 2020 Lionsgate’s Night at the Movies COVID-19 fundraiser posts MARCH 2022 “Hunger Games” complete collection releases
  25. 25. PRESENTED BY P.25 Hunger Games Location U.S. 48% U.K. 7% Germany 6% Canada 4% Brazil 3% France 3% India 2% Australia 2% Mexico 2% Philippines 2% Share by Gender and Age 55+ 45-54 35-44 25-34 18-24 13-17 5% 8% 18% 32% 32% 5% 8% 18% 31% 33% 5% Male 65% Female 35% Game Content (48%) Other(0.8%) Review/Reaction (0.3%) Promotional (0.3%) Art/Crafts (0.3%) Cooking/Food (0.5%) Costume/Makeup (1.8%) Challenge (0.3%) Fan Skit (2.6%) Animation/Stop-Motion (2.8%) Song (7%) Movie Score or Soundtrack (7%) Other (0.8%) Behind the Scenes (0.8%) Analysis (1%) Promotional (1.8%) Review/Reaction (2%) Cast Interview (2.3%) Compilation/Listicle/Fan Edit (6%) Clip (6%) Trailer (8%) Hunger Games Count of Category SOURCE FOR ALL DATA: VOBILE; METRIC TOTALS INCLUDE PUBLIC-FACING DATA FROM TUBULAR THROUGH AUG. 24, 2022; CATEGORY ANALYSIS INCLUDES PUBLIC-FACING DATA THROUGH MAY 25, 2022; TOTAL VIEWS INCLUDE % OF ERROR Breakdown by Category Video Games 189 48% Movies/TV 113 29% Music 53 14% Fan Skit/Re-Creation/Parody 22 6% Hobbies 10 3% Book 2 1% Other 3 1%  Despite no official fresh content for over six years, “Hunger Games” makes YouTube’s top 10. Audi­ ences, who skew heavily male (65%) and 48% from the U.S. find the appeal of the alternate universe, strong female hero and action sequences a constant draw. And in the vacuum of new source material, they invent ways to explore the universe.  The “games” nature of the franchise has spurred audiences to create home- made videos of them- selves playing “Hunger Games” on platforms such as Roblox and Minecraft. Videos of players inter- acting with the re-created universe and bloopers are among the most popular. The sensation is less about fans playing out the movies’ beats and more immersing themselves in a communal sphere.  With a prequel movie coming in 2023, “Hunger Games” appears poised to surge from No. 10 into a much higher berth, fueled by the backstory of villain- to-be President Coriolanus Snow and a now familiar alternate world. TH E H U N G E R G A M E S
  26. 26. PRESENTED BY P.26 G LO S SARY O F CATEG O R I E S MOVIES/TV: Videos that feature or discuss content from the franchise. » Analysis: Videos that break down a specific scene, theme or aspect of a film or TV show. » Behind the Scenes: Videos featuring off- camera content with the cast and crew of a movie/TV show. » Cast Interview: Videos of cast or crew members talking about their movie/TV show. May be from the red carpet, on a late-night show or in a more casual setting. » Clip: Videos of unedited cloned content from scenes of a movie/TV show. » Compilation/Listicle/Fan Edit: Videos that chronicle countdowns, best-ofs, favorites or multiple clips stitched together. Also includes clips that have been manipulated or edited from the original scene. » Full Episode: Unedited complete episodes of a TV show. » Promotional: Videos promoting the movies or TV shows like TV spots or ads, usually shorter and more commercial than trailers. » Review/Reaction: Videos of fans who’ve viewed the movie/TV show sharing their experience and opinions. » Trailer: Videos of the theatrical promos. » Other: Videos that are related to the movies or TV shows from the franchise but don’t fit the other specific subcategories BOOKS: Videos that feature or discuss books on or about the franchise. » Analysis: Videos that break down a specific scene, theme or aspect. » Audiobook: Videos featuring a reading. » Promotional: Videos promoting the books, such as trailers, teasers or ads. » Review/Reaction: Videos of fans viewing/ reading the book and sharing their expe­ rience and opinions. VIDEO GAMES: Videos that feature gameplay from titles either created by the franchise or based on it. » Game Content: Videos that feature gameplay from video games either created by the franchise or based on it. FAN SKIT / RE-CREATION / PARODY: Fan-created videos that either spoof or replicate scenes or play out new original scenes based on the franchise. » Animation: Fan-created videos using mostly animation or stop-motion. » ASMR: Fan-created ASMR videos. » Challenge: Fan-created videos showcasing people partaking in a challenge or real-life game based related to the franchise. » Fan Skit: Fan-created videos of scenes spoofed or re-created or played out as new original scenes. » Prank: Fan-created videos on the franchise that play jokes on people HOBBIES: Videos that feature fan leisure activities based on the franchise. » Art/Crafts: Videos of fans displaying things they have created. » Cooking/Food: Videos of followers cooking or eating recipes based on the franchise. » Costume/Makeup: Videos of fans creating or displaying costumes and makeup related to the franchise. » Toys/Merch: Videos of fans unboxing, displaying or playing with franchise toys or merchandise MUSIC: Videos that feature songs from the soundtrack or fan-made songs and remixes based on the franchise. » Movie Score or Soundtrack: Videos featuring songs from the official score or soundtrack. » Song: Videos of an original, cover, remix or edited tune inspired by the franchise OTHER: Videos that don’t fit the main categories but still relate to the franchise. » Theme Park: Videos featuring theme park content, including park tours, trips or ride POVs. » Vlogs: Videos using a vlog-style format and including a factor related to the franchise, such as the exploring of filming locations.
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