CULTURAL CONTEXT
Brits are finding community in fandom...
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While our sense of local community is crumbling, fandom is one the few cultural forces that is bridging deep social divides and uniting people around a shared cause.
“Reality TV has created opportunities to spark up conversations and form friendships with people I’d never normally chat to at work and uni.”
Felix, 25, Birmingham
Source: ITV What Unites Fans, 2024
CONSUMER MINDSET
Fans have an insatiable appetite for more…
Once being a fan meant waiting days, even weeks for the next match or episode to drop. However in the age of streaming and social media, access to the object of our fandom feels virtually unlimited. They are looking for more interaction, more information and importantly more influence.
7/10
Fans believe brands
should listen to them more.
Source: ITV What Unites Fans, 2024
HOW THIS PLAYED OUT IN 2024
American Football
+ 13%
in viewing audiences
With the explosive growth of behind the scenes content, and the sportsfluencer, more sports are becoming mainstream in Britain including those like American Football.
Women's Sports Competitions
& Documentaries
72,000
minutes of Women's football consumed on ITV in 2024, and thats without a major tournament!
Women’s football and rugby are on the rise and rise - with players drawing fans closer to their journey, enabling fandomonium amongst a growing cohort of viewers and followers, such as the growth of rugby driven by star Ilona Maher being rocketed to fame with 4.5m IG followers.
The 1% Club
+ 3%
in audiences YOY, and 46% in minutes
Addictive and competitive game show which regularly brings in big, young fans of the show for its challenging and engaging nature.
Champions: Full Gallop
217M
viewing minutes
Gripping docu-series exploring the high-stakes world of jump racing. Watch jockeys, trainers, owners and horses battle to become Champions of Jumps.
New launches like Six Nations: Full Contact, Tour De France: Unchained & Game Of Throws: Inside Darts took us
BEHIND THE SCENES
and appealed to our insatiable thirst for a window into the grit, determination and struggles behind the world's known, and lesser known sports like cycling, rugby, darts and horse racing.
Sources: TV & Online 1-28 days + Pre-broadcast; ITVX First Party Data
SHOWS TO LOOK OUT FOR IN 2025
SHOWS TO LOOK OUT FOR IN 2025
Women's Euros 2025
Women's Euros 2025
Following the Lionesses phenomenal win over Germany in the last Euros, the nation at large will be getting behind the reining champions of Europe - we expect big audiences once again.
WHAT THIS MEANS FOR BRANDS
WHAT THIS MEANS FOR BRANDS
1
Access all areas: deliver greater access to the object of Brits fandom –whether its behind the scenes content, insider insight or exclusive tickets.
2
Unite audiences through fandom: drive cultural relevance by aligning with moments of mass fan engagement that get the nation buzzing, such as the Women’s Euros.
3
Cultivate brand fandom: leverage iconic brand assets to build a legion of loyal fans.
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