Fans aren’t just watching anymore — they’re programming, curating, and co-creating the stories that move them.
From YouTubers outpacing network shows to fans treating gaming and streaming as equals, the balance of power has shifted. Entertainment brands can no longer tell audiences what to care about, because audiences have more options than ever. Brands must be invited into fans’ personally curated ecosystems.
At UPROXX Studios, we decode these cultural and commercial signals to help partners meet that moment. Fans are choosing alternatives to traditional media, with 56% of Gen Z saying that creators like Emma Chamberlain are more relevant than traditional TV. Additionally, 92% of Gen Z engage weekly with content tied to fandoms, sharing their enjoyment of music, TV, games, and more with others, looking to be a part of the discussion.
The next generation of entertainment fans wants to participate, not just consume. Uproxx can help brands make that happen — through campaigns where sound meets vision, and where fans aren’t just audiences, but advocates.
