PowerPoint Presentation

State of Beyoncé

A Study of Fandom Culture

April 2024 • The Harris Poll Thought Leadership Practice

Methodology

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

This survey was conducted online within the U.S. by The Harris Poll from March 22

to 24

, 2023, among a

nationally representative sample of 2,043 U.S. adults.

This research is comprised of 1,059 Women and 984 Men, including 204 Gen Z (ages 18-26),

619 Millennials (ages 27-42), 529 Gen X (ages 43-58), and 691 Boomers (ages 59 and older).

The research also includes 1,164 Beyoncé fans. “Fans” are defined as those who selected 5-10 on a 10-point

fandom scale (where 1=“Not for me,” 5=“Casual fan,” and 1=“Member of the BeyHive.” Within this, there

were also 277 “BeyHive” superfans, defined as those who either selected 10 in the 10-point fandom scale, or

who say they have called themselves a member of the BeyHive. “All Americans” stands for the U.S. Total and

includes both non-fans and fans.

Top Highlights

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

• Chart-Topping Adoration: Six in 10 Americans proudly proclaim themselves Beyoncé fans, with 1 in 7 sworn members of the

BeyHive, including a quarter of Millennials.

• Fandom Fervor Unleashed: Six in 10 (58%) BeyHive members would be open to tattooing Beyoncé’s name or likeness on

themselves.

• Beyond The Stage: Over a third of Americans tune into Beyoncé's personal life, while the BeyHive digs deeper, saying they’re

familiar even with her astrological sign or net worth.

• Opening Up The Wallets: Seven in 10 Beyoncé fans plan to splash cash on Beyoncé-related spending in the next 2 years,

averaging $2,500, with BeyHive members eyeing a $3,500, on average.

• Concert Couture: Beyoncé's spectacles are regarded as ‘otherworldly’, with 64% of BeyHive and a third of fans willing to

splurge $5,000 for a ticket to her next tour.

• Fan Sacrifices And Devotion: From giving up alcohol, donating a kidney, to eating tarantulas, a third of BeyHive is willing to go

to extremes for a chance to have a night out with Bey.

• Harmony In Diversity: Americans applaud Beyoncé's country leap, anticipating a new era for black artists and country music

aficionados alike.

• Beyoncé's Musical Tapestry: From posts to meetups, fans credit her melodies for cultivating deep bonds and community, with

eight in 10 BeyHive reveling in shared connections.

25% 17%

58%

Six in 10 Americans consider themselves Beyoncé fans, with a seventh

calling themselves a member of the BeyHive

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

Most Americans are Beyoncé Fans

FF01: How much of a Beyoncé fan are you? (n=2,045 total) | FF02: Thinking about Beyoncé, have you or do you plan to do any of the following actions? (n=2,043 total)

FF07B How much do you agree or disagree with the following statements? (n=2,043 total)

“Not for me”

Neutral

2-4

Beyoncé Fans

5-10

1 in 7

Americans consider themselves

a member of the BeyHive

50% of

Beyoncé fans have

been surprised by

who in their life has

turned out to be a

Beyoncé fan

26% Millennials

25% Black

22% Hispanic

19% Gen Z

14% All Americans

35% All Americans

71%

69%

66%

65%

62%

61%

56%

53%

43%

30%

33%

27%

28%

24%

23%

22%

20%

15%

19%

18%

21%

16%

17%

15%

14%

13%

12%

Watch the movie of her concert

Attend her concert

Support her husband, Jay-Z

Buy her products

Listen to her entire discography

Support her favorite charities or social justice initiatives

Support her daughter, Blue Ivy

Travel to another state to attend her concert

Incorporate elements of her style or preferences

Travel to another country to attend her concert

BeyHive Beyoncé Fans All Americans

From watching Beyonce’s movie concert to tattooing her name, fans

demonstrate their unwavering love for Queen Bey

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF02: Thinking about Beyoncé, have you or do you plan to do any of the following actions? “Have done” (n=2,045 total)

58%

Say they would be

open to tattooing

Beyoncé’s name

or likeness on

themselves.

BeyHive

28% Beyoncé fans

19% All Americans

Which of the following have you done?

74%

73%

71%

68%

66%

63%

59%

58%

53%

50%

37%

39%

28%

32%

24%

32%

20%

28%

36%

24%

23%

26%

17%

21%

15%

23%

12%

18%

Personal life details

Birthday

Charitable causes that she supports

Childhood stories and background

Astrological sign

Total net worth (i.e., how much wealth she has)

Pets

Political views

Pet peeves

Homes (i.e., where she lives, etc.)

BeyHive Beyoncé Fans All Americans

Over a third of Americans actively follow Beyoncé's personal life details, while

nearly a quarter know her birthday — and the BeyHive knows her astrology sign

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF03: Do you know any of the following information about Beyoncé? (n=2,045 total)

Do you know any of the following information about Beyoncé?

Seven in 10 Beyoncé fans imagine spending money on the artist in the next

two years, with nearly an average spend of $2,500

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

How much do you imagine paying for Beyoncé ____ in the next 2 years?

70%

Foresee spending

money on their

Beyoncé fandom within

the next 2 years

of Beyoncé fans

70% Gen Z

46% All Americans

$287

$258

$246

$201

$172

$159

$153

$125

$98

$67

$342

$428

$325

$284

$235

$177

$256

$182

$146

$111

$549

$522

$404

$312

$222

$184

$303

$162

$191

Total Spend:

Travel to events/concerts

Concert tickets

Hotel for an event/concert

New outfit(s) for an event/concert

Other event tickets

Merch

Music

Pre

event/concert meals or going out

Books / magazines

Fan club memberships

All Americans* Beyoncé Fans BeyHive

$1,767 $2,488 $3,500

FF06: How much do you imagine paying for Beyoncé ____ in the next 2 years? (n=2,045 total) | “All Americans” is the U.S. Total, and includes both non-fans and fans

$649

Fans are happy to open their wallet for her next tour, with eight in 10 who

already attended describing Beyoncé’s concerts as ‘otherworldly’

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF07: How much do you agree or disagree with the following statements? (n=2,045 total)

FF07b: How much do you agree or disagree with the following statements? (n=2,045 total)

64%

“I would spend $5,000

for a ticket to

Beyoncé's next tour.”

BeyHive

32% Beyoncé fans

20% All Americans

35% Millennials

87%

“I would attend a music

festival simply if

Beyoncé were one

of the performers.”

BeyHive

83%

“Going to a Beyoncé

concert felt otherworldly

because of the connection

with others and the

transcendental

experience.”

Those who attended

Beyoncé’s concert in the past

66% Beyoncé fans

42% All Americans

BeyHive

Beyoncé

fans

All

Americans

Give up alcohol for a year

70% 43% 29%

Skip celebrating a romantic

anniversary

50% 24% 16%

Wear ugly clothes for a year

50% 28% 19%

Skip a family

member’s wedding

49% 26% 17%

Give up a paycheck

44% 23% 15%

Eat a live tarantula spider

33% 13% 9%

Donate a kidney

32% 13% 8%

Many would give up alcohol or skip an anniversary for a night out with her,

with a third of BeyHive willing to eat a tarantula or donate a kidney

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

Would you do any of the following to have a night out with Beyoncé?

FF04 Would you do any of the following to have a night out with Beyonce? (n=2,045 total) | FF07b: How much do you agree or disagree with the following statements? (n2,045 total)

70%

“People have made

fun of me for my level

of Beyoncé fandom.”

BeyHive

38% Beyoncé fans

49% Men Beyoncé fans

18%

Gen Z

16%

Millennials

30%

Gen Z

32%

Gen Z

48%

Gen Z

25%

Gen Z

26%

Gen Z

Americans say that Beyoncé's venture into country music will open doors for

other Black artists and pique their interest in country music

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF07: How much do you agree or disagree with the following statements? (n=2,045 toital)

58%

“I think that Beyonce's

country album will open up

more space for other Black

country artists to get more

attention and recognition.”

Americans

72% Millennial

66% Black

38%

“Beyonce's new country

album has gotten me

more interested in

country music.”

Americans

58% Hispanic

55% Millennial

51% Black

18%

16%

18%

26%

24%

44%

41%

44%

49%

52%

75%

Small-scale eventsAs part of an official

fan club

Large in-person eventsOnline forums /

community boards

Online eventsSocial media posts /

comments

Friendships in formation: From social media to in-person events, fans share

that Beyoncé’s music helped them forge deep connections and community

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF05: How do you connect with other Beyoncé fans? Please select all that apply. (n=2,045 total) | FF07b: How much do you agree or disagree with the following statements? (n=2,045 total)

How do you connect with other Beyoncé fans?

% WHO SELECTED

BeyHive Beyoncé fans

“I have formed deep

friendships based on

a shared Beyoncé

connection.”

81%

BeyHive

45% Beyoncé fans

45% Millennial 29% Millennial 26% Millennial 22% Millennial 17% Millennial 21% Millennial

50%

44%

40%

38%

37%

31%

44%

42%

40%

28%

27%

24%

43%

22%

37%

33%

23%

20%

17%

39%

17%

A source of inspiration

A connection to memories and emotions

A form of self-expression

A reflection of my values and beliefs

A means of connecting with others who share fandom

A source of empowerment

An escape from the stresses of everyday life

A shared identity and sense of belonging within a community

BeyHive Beyoncé Fans All Americans

Fandom embodies inspiration, memories, and unapologetic self-expression

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF15: What does being a fan of a musical artist mean to you? Please select all that apply. (n=2,045 total) | FF07b: How much do you agree or disagree with the following statements? n=2,045 total)

What does being a fan of a musical artist mean to you?

52% of Beyoncé fans say,

“I feel understood when I’m

with other Beyoncé fans,”

including 84% of BeyHive.

Appendix

Women, younger Americans, and POC especially are more likely to call

themselves Beyoncé fans

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

FF01: How much of a Beyoncé fan are you? | Q4007: What is your age? | Q4005: Are you…? | Q2178 Do you consider yourself…? | Q2175: Are you of Hispanic origin, such as Latin American, Mexican, Puerto

Rican, or Cuban? | (n=2,045 total)

Beyoncé Fan Demographics

Women More Likely To

Be Fans

53%

of men are

Beyoncé fans

62%

of women are

Beyoncé fans

76%

73%

63%

53%

Black Hispanic Asian White

Majorities of Every Racial

Demographic Are Fans

Gen Z & Millennials Most Likely To Be

Fans

Gen Z 70%

Millennial 75%

Gen X 61%

Boomer+ 35%

Beyoncé fans are also likely to live in urban areas, lean left politically, and are

more likely to be part of the LGBTQIA+ community

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

Beyoncé Fan Demographics

45%

74%

52%

Republican

Democrat

Independent

Fans Lean Left

LGBTQIA+ More Likely To Be Fans

LGBTQ+ 74%

Non-

LGBTQ+

56%

Urbanites More Likely To Be Fans

48%

of people in rural

areas are fans

56%

of people in the

suburbs are fans

69%

of urbanites are

fans

FF01: How much of a Beyoncé fan are you? | Q4007: What is your age? | Q2185: Which of the following best describes the area where you live? | 1903: Regardless of how you may vote, what do you usually

consider yourself? | (n=2,045 total)

Fandom across generations

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

What does being a fan of a musical artist mean to you?

FF15: What does being a fan of a musical artist mean to you? Please select all that apply. (n=2,045 total)

45%

43% 43%

30%

Gen Z Millennial Gen X Boomer

An escape from the stresses of

everyday life

53%

43%

38%

25%

Gen Z Millennial Gen X Boomer

A source of inspiration

47%

40%

38%

30%

Gen Z Millennial Gen X Boomer

A connection to memories and

emotions

39%

US Total

37%

US Total

37%

US Total

Fandom across generations

STATE OF BEYONCÉ: A STUDY OF FANDOM CULTURE

What does being a fan of a musical artist mean to you?

FF15: What does being a fan of a musical artist mean to you? Please select all that apply. (n=2,045 total)

47%

40%

34%

19%

Gen Z Millennial Gen X Boomer

A form of self-expression

34%

31%

20%

14%

Gen Z Millennial Gen X Boomer

A reflection of my values and

beliefs

20% 20%

25%

42%

Gen Z Millennial Gen X Boomer

N/A - I am not a fan of any

musical artists

33%

U.S. Total

23%

U.S. Total

28%

U.S. Total

To learn more about this research, please reach out to…

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