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The UK’s Ultimate Fandoms: Generational Preferences Revealed in New Study
Exploring the Nation’s Most Beloved Entertainment Franchises
A new study conducted by JvM NERD and Appinio has unveiled the UK’s most popular entertainment franchises, offering a deep dive into the generational preferences shaping fandom culture. From superheroes to classic gaming icons, the research highlights which franchises resonate most with British audiences across different age groups.
The Top 10 Entertainment Franchises in the UK
Surveying 2,000 participants across the country, the study ranks the 50 most cherished entertainment franchises based on recognition and audience enjoyment. The top ten are:
- Spider-Man – The web-slinging hero remains a favourite across generations.
- The Simpsons – This animated series continues to captivate fans of all ages.
- Harry Potter – The Wizarding World remains especially popular among Millennials and Gen Z.
- Super Mario – A nostalgic favourite among Millennials and Gen Z alike.
- James Bond – The legendary British spy remains a cultural icon.
- The Lord of the Rings – The epic fantasy continues to inspire audiences worldwide.
- Jurassic Park/World – A multi-generational favourite spanning films, games, and merchandise.
- Star Wars – One of the most dedicated fan communities in entertainment.
- X-Men – A franchise that has evolved from comics to blockbuster films.
- Grand Theft Auto – With a new instalment expected in 2025, anticipation is at an all-time high.
How Different Generations Engage with Fandom
The research highlights how fandoms play a unique role in different age groups:
Gen Z (18-24 years):
Gaming dominates among younger fans, with titles like Grand Theft Auto and Call of Duty ranking high. For 69% of Gen Z respondents, movies, gaming, and fandoms provide an escape from everyday stress, while 49% consider their fandoms an integral part of their identity.
Millennials (25-40 years):
This generation gravitates towards nostalgic franchises, including Harry Potter, The Simpsons, and Super Mario. Millennials also have a strong connection to The Lord of the Rings, drawn to its immersive storytelling. Additionally, 46% say their fandoms are a key part of who they are.
Gen X (41-56 years):
With a preference for classic franchises like James Bond, Jurassic Park, and Star Wars, this group enjoys entertainment that offers both nostalgia and enduring appeal. Among them, 61% believe movies, series, and games provide an important escape from life’s daily pressures.
Across all generations, the study finds that 61% to 69% of respondents agree that entertainment franchises serve as a form of escapism. Furthermore, 69% of Millennials and Gen Z consider their geek culture interests to be a defining aspect of their identity.
The Shifting Landscape of Fandom
The study also sheds light on key trends shaping modern fandoms:
Increasing Gender Representation
More franchises, including Harry Potter, Super Mario, Stranger Things, and The Hunger Games, are seeing a surge in female fan engagement, highlighting a shift away from traditionally male-dominated spaces.
Gaming’s Rise to Dominance
The research shows that gaming has overtaken films, TV, and even music as the primary entertainment genre. A remarkable 78% of Gen Z consider gaming a major interest, with 67% of Millennials and 46% of Gen X also naming it a core part of their entertainment habits.
Korea’s Expanding Cultural Influence
While Hollywood continues to dominate global fandoms, Korean entertainment has cemented itself as a cultural powerhouse. K-Pop groups like BTS and BLACKPINK are reshaping the music industry, while hit series like Squid Game, All of Us Are Dead, and Kingdom have redefined streaming success. Beyond entertainment, K-Beauty and Korean fashion have also gained global traction, influencing everything from high-end luxury brands to mainstream skincare trends.
The Power of Fandom in Modern Culture
Calvin Innes, General Manager & Creative Director at JvM NERD London, commented: “Fandoms aren’t just about entertainment; they represent identity, community, and cultural influence. This research highlights how deeply franchises connect with audiences, offering brands a unique opportunity to engage with fans on a meaningful level.”
With fandoms playing an increasingly vital role in personal identity and digital culture, brands looking to connect with audiences can no longer overlook the power of entertainment franchises in shaping consumer behaviour.
