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The Wild and The Wonderful: How Fandoms Show Up In Australia
Entertainment
18 February 2024
GlobalAustralia
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Decade-old songs shot up to #1, niche sports have become mainstream, novels returned to bestseller lists, chessboard sales skyrocketed, and Regency-era fashion is having a major revival.
This is all thanks to the strength of fan communities, or fandoms, that have grown around Netflix films and series. These stories have united people globally through their shared passion for the characters, fashion, locations, music and other aspects, turning them into pop culture moments.
To better understand our Aussie fans, we partnered with YouGov to find out what they're watching and how they're experiencing their fave titles.
What the survey says
Illustration by Kate Pullen
Australians are deeply involved in fandoms, 29% of those surveyed were identified as fanatics , while 73% have done or taken part in something related to their favourite show. Stranger Things, The Witcher, and Wednesday emerged as the top three Netflix series among Australian fans.
The results also revealed that Aussies spend approximately 29.4 days per year streaming content. Binge-watching remains a significant part of viewing habits, with 92% of Netflix members having completed a TV or movie marathon (lasting longer than 2 hours).
Fandoms are proving to have a positive impact not only on wider culture but also within their communities - , 76% of Aussie viewers believe that being part of a fandom can improve mental health, and 82% agree that it fosters a sense of belonging.
Introducing the Tudunny
The dedication of Netflix fans shows up not only in their viewing habits and conversations but also in the weird and wonderful places they indulge their favourite films and series, with 21% of the respondents revealing they have watched Netflix on the toilet.
At Netflix, we're committed to engage with our fans wherever they may be. So, what happens when you combine the familiar Tudum sound that plays at the beginning of a Netflix title with dunny , the quintessential Aussie slang for toilet? The Tudunny , of course!
Merging research with cultural insights, the Tudunny brings ultimate fandom experience to life. Fans can immerse themselves in selfie-friendly sets inspired by some of Netflix's most talked about shows, including Emily in Paris, Heartbreak High, and Squid Game. By stepping into these sets, fans can celebrate the worlds they love most and keep their fandom thriving.
Fans can visit the Tudunny in-person Thursday, 22 February from 9 AM - 5 PM at Hickson Road Reserve in Sydney.
Download Artwork Here
Full Research Deck Here
Methodology: This study was conducted online between 20 - 24 July 2023. The sample comprised a representative sample of 1,003 Australians aged 13 - 60 who have personal access to any streaming services in their household. For brevity, this audience will be referred to as viewers. YouGov designed the questionnaire in collaboration with Ogilvy Australia and Netflix. Following the completion of the interviews, the data was weighted by age, gender, and region to reflect the latest estimates.
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