FIELDWORK

The findings presented in this global report reflect the data we collected over the course of three research efforts in the US, EMEA and APAC regions in April 2026. We surveyed nationally representative panels of consumers (according to the latest available census numbers for each country) using Toluna, an online research panel.

This report features data from a global panel of 8,400 consumers across 12 countries:

700 consumers in each of the following counties: US, Canada, France, Germany, Italy, Spain, UK, Australia, China, India, Japan, Malaysia.

These studies were conducted as part of our ongoing Consumer Navigator series, a global thought leadership platform to provide marketers with a view into evolving consumer sentiment around a number of topics, including the economic environment, culture, media, emerging technologies, shopping habits, and their expectations of brands.

This report is the fourth in our Entertainment Spotlight series, where we combine and analyze the findings from our Consumer Navigator studies across regions to provide marketers with global trends and nuances on how fandoms for different sports & entertainment IPs are evolving. And equip them with recommendations on how to best partner with IPs to connect with consumers through culture.