‘Stranger Things,’ ‘Emily in Paris’ Outperform IP Rivals in Dentsu Fandom Intelligence Study

The latest findings from Dentsu’s Fandom Intelligence Study underscore a growing reality in the streaming wars: not all intellectual property is created equal when it comes to monetization. The outperformance of titles like *Stranger Things*, *Emily in Paris*, and *Wednesday*—which far exceed the average IP conversion rate—reveals a critical shift in how audiences engage with content beyond mere viewership. These series aren’t just pulling in viewers; they’re cultivating passionate, loyal fanbases that translate directly into consumer behavior, from merchandise sales to social media engagement. This matters because it challenges the long-held assumption that big budgets or established franchises automatically guarantee financial returns. Instead, the data suggests that authenticity, cultural relevance, and deep audience connection are the new currency in entertainment economics. Background context reveals why these particular titles stand out. *Stranger Things*, for instance, didn’t just revive 1980s nostalgia—it turned it into a lifestyle, with brands like Nike and Coca-Cola lining up to associate with its retro aesthetic. *Emily in Paris* thrives on escapism and aspirational branding, making it a natural fit for fashion and travel partnerships. Meanwhile, *Wednesday* leveraged its gothic charm and Tim Burton’s signature style to become a Gen Z social media phenomenon, with TikTok trends and memes amplifying its reach. These series benefit from a convergence of factors: strong creative direction, strategic cross-platform marketing, and a willingness to engage with fans in spaces like Discord and Reddit. That’s a playbook many legacy studios are still struggling to replicate. Looking ahead, the study raises key questions. Will this trend accelerate the consolidation of power among a handful of streaming giants that can afford to cultivate such fandoms? Or will smaller platforms find ways to replicate this model through niche, hyper-engaged communities? Another open question is whether this performance gap will pressure creators to prioritize fan-driven storytelling over algorithmic trends—a shift that could reshape content development. For now, the takeaway is clear: in a crowded market, the most valuable IP isn’t the one with the biggest budget, but the one that can turn viewers into a community. And as these series prove, that’s a distinction with dollar signs attached.