Superfans are not just consumers; they are participants in a fan culture that can include millions of other people with similar tastes and beliefs. And some fans are so committed they use their fandom as a creative outlet; they produce fan fiction, art, videos, comics, costumes, and songs to honor their idols.

Fandom and fan culture -- The growth of online fan culture -- Pop idols: music fandom -- Favorite franchises: film and television fandom -- Heroes and villains: comics and anime fandom -- Team loyalty: sports and e-sports fandom.