2014-12-17-尼尔森-Young_Adult_Adaptation_Fanship_10页_1mb

YOUNG ADULT ADAPTATION FANSHIP: SUMMARY

Background and Methodology

Nielsen Content conducted a quantitative survey to understand the dynamics of Young Adult (YA) adaptation movie fans. The study involved approximately 2,000 respondents aged 12-35, with 70% being women and 30% men. Participants had seen at least three recent YA adaptation movies, and the survey covered various aspects of their engagement with the genre.

Key Findings

• YA Adaptation Genre Growth: The YA adaptation genre is growing, with a 6% increase in box office performance from 2013 to 2014. It includes both big blockbusters and smaller films, showing a broad appeal.
• Symbiotic Relationship: There is a strong connection between YA books and their movie adaptations. The Top 20 Author List, based on Nielsen BookScan, is dominated by YA fiction authors whose books have been adapted into films.
• Engagement with the Genre: 43% of respondents consider YA adaptations as one of their favorite genres to watch in theaters, on par with fantasy and action/thrillers. 60% of respondents identify as definite fans of the genre.
• Fanship Characteristics: Fandom is skewed towards younger females, but males 18+ are also significant, representing the "date night" audience. The genre offers emotional experiences and escapism.

Drivers of Viewership

The main drivers for YA adaptation movie viewership include:

• Good Story: A compelling narrative is essential.
• Interesting Characters: Characters are a major draw, with fans citing this as the most important factor (1.73x more than average).
• Cast Fit: The cast must align with the book's characters in terms of both appearance and personality.
• Different/Original: Viewers appreciate unique aspects in each story.
• Stays True to Book: Fidelity to the source material is important.
• Emotional Ride: Intense emotional experiences, such as characters overcoming challenges, are key.
• Action/P悬疑: Action-packed and suspenseful content is also a significant draw.
• Visually Striking: High-quality visuals enhance the viewing experience.
• Believable and Intense: These factors contribute to the overall appeal of the movies.

Fan Segments

Four distinct fan segments were identified based on their engagement levels and preferences:

1. Content Connoisseurs (15%)

• Active seekers of new YA novels and their adaptations.
• Heavy readers (average 10+ hours/week).
• Highest viewership of YA movies released in the past 3 years.
• Key to generating buzz before a movie is released.

2. Trend Ambassadors (28%)

• Passionate about discovering "cool" properties.
• Moderate readers (3-6 hours/week).
• Respond to the buzz created by Content Connoisseurs.
• Drive expansion of the audience through social sharing and excitement.

3. Sentimental Dabblers (29%)

• Casual fans who are less likely to be readers.
• Most drawn to intense emotions, such as romance and drama.
• High viewership for romantic/sentimental YA movies.
• Respond to the "must-see" event status created by Trend Ambassadors.

4. Adrenaline Seekers (28%)

• Casual fans who prefer action and sci-fi movies with a male lead.
• Low readership (less than 3 hours/week).
• Viewership skewed towards action-oriented sci-fi/fantasy films.
• Respond to the eventization of the property.

Opportunities for Engagement

• Content Connoisseurs: Should be engaged early to leverage their deep knowledge and generate pre-release buzz.
• Sentimental Dabblers: Can be drawn to the genre through emotional storytelling and the "must-see" event status.
• Trend Ambassadors: Help spread the word and expand the audience through their passion and social influence.
• Adrenaline Seekers: Represent a crossover audience for action/sci-fi YA adaptations and respond to event-based marketing.

Additional Information

For more details or to purchase the full report, contact NielsenYAMovieStudy@nielsen.com.

Nielsen Content provides consumer research to content creators and marketers to optimize the execution and promotion of their properties. Nielsen N.V. (NYSE: NLSN) is a global information and measurement company with operations in approximately 100 countries. For more information, visit www.nielsen.com.