Am new study by JvM NERD into which entertainment franchises inspire the most love from UK fandom has revealed that Brits across the generations and genders are directing their time and attention to three favourite entertainment classics: Spider-Man, Harry Potter and The Simpsons.
UK fandom rankings
The JvM NERD study, carried out by Appinio, offers unique insights into how different generations connect with entertainment franchises, as well as outlining the influence of gender, gaming, and geography on today’s fandoms.
The study of 2,000 participants across the UK ranks the 50 most beloved franchises based on recognition and enjoyment.
Gaming is the top entertainment genre for Gen Z and Millennials, for whom it outranks TV and music in popularity.
But the appeal of gaming now spans generations and genders too: it’s rated as a key interest by 78% of Gen Z, 67% of Millennials, and 46% of Gen X.
Gaming’s widespread popularity is generating enough fandom to lift two titles – Super Mario and Grand Theft Auto – into the overall franchise top ten.
JvM NERD’s Fandom Ranking also delved into the psychology of fandom and geekiness, identifying them as a key part of the personal identity of 49% of Gen Z.
Millennials are not far behind with 46%, while 27% of Gen X – who share a love of Spider-Man and The Simpsons with their younger cohorts – feel the same about fandom’s importance to their identity.
More than 60% in all three generations agreed that fandom is an escape from everyday stress.
Calvin Innes, GM & Creative Director at JvM NERD London, said: “Fandom isn’t just about entertainment. It’s identity, community, and cultural capital. The most beloved franchises are able to evolve with their audience.
“These IPs thrive because they transcend generations and mediums. The biggest names in entertainment are the ones that meet fans wherever they are, on the big screen, in gaming, through streaming, and in the real world through experiences and merchandising.
“The worlds of film, TV and gaming in particular are growing closer and closer together, creating an opportunity for endless world building and storytelling at a deeper level.”
KEY FINDINGS
Gen Z put gaming centre stage, with franchises like Grand Theft Auto and Call of Duty among the favourites.
Millennials are big fans of nostalgia-driven franchises like Harry Potter, The Simpsons, and Super Mario. They love to blend childhood memories with epic world-building and storytelling.
Gen X love classics like James Bond, Jurassic Park and Star Wars, which continue to resonate with this audience. Just like younger generations, a clear majority (61%) agree that movies, TV series and games allow them to escape life’s stress.
Gender is less of a factor than might be expected when it comes to fandom, which is no longer the preserve of male geeks. Favourite franchises do vary slightly by gender, however, with female fans driving the popularity of Harry Potter and Stranger Things, while male audiences have more of a bias towards James Bond and Grand Theft Auto.
Top 10 UK Franchises by Popularity
1. Spider-Man – The web-slinger reigns supreme, with a fanbase spanning all generations.
2. The Simpsons – The iconic animated series proves timeless, holding strong appeal across decades.
3. Harry Potter – The Wizarding World continues to enchant, especially among Millennials and Gen Z.
4. Super Mario – Gaming’s flagship plumber remains a favourite for nostalgia-driven Millennials and younger Gen Z audiences.
5. James Bond – The quintessential British Spy has captivated audiences since the 1950’s
6. The Lord of the Rings – J.R.R. Tolkien’s epic fantasy still captivates fans of all ages.
7. Jurassic Park/World – Since the first film’s release in 1993, the franchise has spanned multiple successful movies, games, books and merchandise.
8. Star Wars – With one of the most dedicated and loyal fandoms, this franchise continues to engage with audiences across all age groups.
9. X-Men – From comics to the big screen, X-Men has been a fan favourite since 1963.
10. Grand Theft Auto – With the latest instalment due to be released in 2025, GTA VI is one of, if not THE most anticipated games of all time.