MarketCast: Tech Giants at the Heart of Consumer Fandom in 2025

We’ve previously covered why brand fandom is so important (TL;DR: growing fandom has been linked to revenue increases), and now it’s time to put some names to the companies currently winning with fandom. 

Market research firm MarketCast examined 162 brands across 21 categories for its 2025 Brand Fandom study, and the results suggest that brands that embed themselves in consumers’ daily lives across multiple touchpoints cultivate deeper and longer-lasting connections with consumers. 

• Leading tech giants dominate for fandom, led by Amazon, Google, YouTube and Apple — but some more traditional brands also made the top ten (Walmart at No. 5, Coca-Cola at No. 7 and Levi’s at No. 9).
• Fandom doesn’t necessarily equate to unequivocal love and trust, though. There are some gaps with certain tech companies including Google and YouTube, which had respective overall “love” scores of 79% and 81%, but not as much trust (both around 70%). 
• Amazon is a rare exception, with 82% overall love and 74% overall trust among consumers. 
• Demographics further shape fandom. Younger consumers (ages 18-34) gravitate toward entertainment-driven brands like TikTok, Instagram, PlayStation and Nintendo. Meanwhile, Boomers favor financial and travel brands (Visa, Chase, Hilton and Southwest), suggesting that stability and service carry greater weight with age.

“The strongest brands today aren’t just seen or heard; they’re felt,” says Ed Trujillo, Senior Vice President, Brand Solutions, MarketCast. “Our research shows that the top-performing brands have become part of the fabric of consumers’ lives. Whether it’s through everyday utility, emotional resonance, or cultural relevance, these brands have embedded themselves in routines, conversations, and communities. That’s the hallmark of true brand fandom — when a brand stops being a choice and starts being a constant.” 

Get more of MarketCast’s insights around brand fandom here.