During this year’s upfront cycle, one clear theme has emerged. And, finally, it’s not about fragmentation. Instead of media companies contending with our fragmented media reality and to what extent it’s an opportunity or a pain point, conversations this year have been centered on a different go-to “f” word: fandom.

We're in an era where audiences’ power of choice—selecting what to watch, where, and when—is king. It makes sense for the passionate fans who watch and engage with their favorite shows to take center stage during upfront season, too.

In many ways, prioritizing fandom is the ultimate antidote to fragmentation fears. Scale and cross-platform reach are still important, but when taken alone, they don’t drive outcomes. What’s the point of reaching as many eyeballs as possible if you’re not targeting engaged audiences and building real connections for your brand?

Enter fandom. Whether it’s horror, sports, reality, acclaimed films, mega franchises, or beloved prestige series, dedicated fans invest their time and money in the content and platforms that immerse them in the worlds they love. Since AMC Global Media is home to some of the biggest programming franchises and the world’s largest collection of targeted streaming services, we’ve seen this proven passion time and again.

Now more than ever, fans' attention and engagement define which shows really matter and drive conversation and community in a crowded landscape. Passionate fandoms are at the heart of what has always determined forgettable, good, or great content. They’re the arbiters of which show will feature the next Peggy Olson or Walter White, making a significant mark on pop culture, and which will fade into obscurity.

That's why, as an industry, we need to make sure that fandom doesn’t become relegated to just being this upfront cycle’s buzzword of choice. (Remember “eventize” in 2014?) Instead, valuing and engaging with the real people who make up a fandom should fuel meaningful strategies that influence business decisions.

For entertainment providers, this means communicating clearly to target audiences and supporting bold creativity anchored by compelling storytelling. No buzzwords, no exaggerated promises, no shortcuts: just great content, developed with real fans in mind. Create the stories that tap into engaged audiences, fueling fans’ passions that foster brand loyalty in the process.

Reward fans’ investment and passion through interactive experiences that bring fandoms to life in fun, meaningful ways—in person and through the virtual water coolers that are online communities.

Moreover, be able to show advertisers why fandoms present such an opportunity for more creative, receptive campaigns that meet target audiences where they are and where they want to be.

Innovative content owners will take their partnerships with buyers a step further: integrating on-the-ground, experiential opportunities with more traditional ad placements for true 360° campaigns that go beyond promotion and toward genuine participation.

Moving forward, the winners of our current ecosystem will be the companies that focus on building and connecting with the fandoms that drive how engaging and enduring their programming really is. What matters is getting closer to audiences—and, in turn, partners—with a level of personalization and curation that positively impacts engagement and delivering outcomes.

Our industry has long been synonymous with producing premium programming for audiences that build brand trust. Let’s make the power of fandom our focal point for this period of change and evolution in our industry, and not just the word everyone was saying in the 2026 upfront.

Evan Adlman is Executive Vice President of Commercial Sales and Revenue Operations for AMC Global Media