The UK’s Most Popular Fandoms

On The Table Read Magazine, “the best entertainment eBook magazine UK“, we’ve discovered the UK’s most popular fandoms, from superheroes and animated icons to gaming, this research highlights the ultimate entertainment franchises

What truly captures the hearts and minds of the British public? We’ve checked out a fascinating new study conducted by JvM NERD in collaboration with Appinio, which delved deep into the realm of entertainment, unearthing the UK’s most beloved franchises and, more importantly, revealing the distinct generational tastes that fuel our vibrant fandom culture.

Forget simple popularity polls – this research offers a unique lens through which to understand how superheroes, animated icons, gaming universes, and more resonate across different age groups in the UK. Prepare for surprising revelations and a deeper appreciation for the entertainment that binds (and sometimes divides!) us. From nostalgic classics to cutting-edge trends, we’re about to unpack the captivating forces that shape British entertainment consumption our our most popular fandoms.

The UK’s Most Popular Fandoms

1. Spider-Man – The web-slinging hero tops the list, uniting fans of all ages with his relatable charm and thrilling adventures.
2. The Simpsons – This animated juggernaut remains a cultural touchstone, its humor resonating across decades.
3. Harry Potter – J.K. Rowling’s Wizarding World continues to cast a spell, particularly on Millennials and Gen Z.
4. Super Mario – Nintendo’s iconic plumber leaps into the rankings, fueled by nostalgia for Millennials and fresh appeal for Gen Z gamers.
5. James Bond – Since the 1950s, the suave British spy has enthralled audiences with timeless sophistication and high-octane action.
6. The Lord of the Rings – J.R.R. Tolkien’s epic fantasy endures, captivating fans with its rich world-building and universal themes.
7. Jurassic Park/World – Roaring onto screens in 1993, this dino-filled franchise spans films, games, books, and merchandise, thrilling fans of all ages.
8. Star Wars – With one of the most passionate fandoms in existence, this galaxy far, far away continues to inspire across generations.
9. X-Men – From its 1963 comic book origins to blockbuster films, the mutant saga remains a fan favorite for its diversity and depth.
10. Grand Theft Auto – Rockstar’s boundary-pushing series builds anticipation for GTA VI in 2025, cementing its status as a gaming titan.

The most beloved franchises are able to evolve with their audience. These IPs thrive because they transcend generations and mediums. The biggest names in entertainment are the ones that meet fans wherever they are, on the big screen, in gaming, through streaming, and in the real world through experiences and merchandising. The worlds of film, TV and gaming in particular are growing closer and closer together, creating an opportunity for endless world building and storytelling.

-Calvin Innes, GM & Creative Director at JvM NERD London

Generational Favorites: A Closer Look

The study reveals how different age groups connect with franchises, reflecting unique cultural and emotional ties:

Gen Z (18-24)

Gaming dominates for this cohort, with Grand Theft Auto and Call of Duty leading the pack. For Gen Z, fandom is deeply personal—49% say it’s a core part of their identity, while 69% cite movies, games, and series as vital escapes from everyday stress. These franchises offer vibrant worlds where self-expression and adventure thrive.

Millennials (25-40)

Nostalgia reigns supreme, with Harry Potter, The Simpsons, and Super Mario evoking cherished childhood memories. The Lord of the Rings also ranks high, blending epic storytelling with emotional resonance. For 46% of Millennials, fandom and “geekiness” are integral to who they are, tying their identities to these formative worlds.

Gen X (41-56)

This group gravitates toward timeless classics like James Bond, Jurassic Park, and Star Wars. These franchises blend nostalgia with cultural staying power, offering both comfort and excitement. Notably, 61% of Gen X respondents say entertainment provides a much-needed escape from life’s pressures, underscoring fandom’s universal appeal.

Across all generations, 61% to 69% of participants agree that movies, series, and games serve as vital stress relievers. For Gen Z and Millennials, fandom is especially defining, with 69% noting it as a cornerstone of their personal identity.

A Shifting Fandom Landscape

The study uncovers key trends shaping the future of entertainment fandom:

Gender Representation

Franchises like Harry Potter, Super Mario, Stranger Things, and The Hunger Games resonate strongly with female fans, signaling greater inclusivity in spaces once dominated by male audiences. This shift reflects broader representation in storytelling and characters.

The Gaming Revolution

Gaming has surpassed movies, TV, and music as the leading entertainment medium, with 78% of Gen Z naming it a top interest. The trend extends beyond youth—67% of Millennials and 46% of Gen X also prioritize gaming, highlighting its cross-generational pull. Franchises like Grand Theft Auto and Super Mario exemplify gaming’s power to shape culture and drive engagement.

Korea: The Global Pop Culture Powerhouse

While Hollywood franchises dominate the rankings, South Korea’s cultural influence is undeniable. K-Pop sensations like BTS and BLACKPINK have reshaped the music industry, with collaborations like Bruno Mars and BLACKPINK’s Rosé on “APT” showcasing Korea’s reach. On screen, Squid Game, All of Us Are Dead, and Kingdom have captivated global audiences with bold storytelling. Beyond entertainment, K-Beauty and Korean fashion set trends, influencing luxury brands and everyday routines worldwide. Korea’s multifaceted impact continues to redefine pop culture on a global scale.