Ear to the Ground launches sixth annual edition of the Fan Intelligence® Index, revealing the brands winning (and losing) in fan culture

Global creative agency Ear to the Ground (ETTG) has published the sixth edition of its Fan Intelligence® Index, its annual ranking of 100 of the world’s most influential brands through the eyes of fans.

At the heart of the 2025/26 report is the rise of the Third Space, the fan-led environments outside traditional media and sponsorships where culture now happens. From TikTok edits and Discord servers to watch parties and podcasts, these are the messy, vibrant spaces where fans remix and re-own culture.

Key Rankings

• Instagram soars to #1 with a Fan Attraction Score™ of 89.4, credited for empowering fans to co-create and connect at scale.
• Nike holds #2, continuing its myth-making with athlete-led storytelling.
• Netflix leaps to #4, proving the power of ritualised fan experiences.
• Apple (+17.3 points) and Mastercard (+21.8 points) are the year’s big winners.

Meanwhile, TikTok (-13.2 points) and Vans (-22.0 points) see sharp declines.

The New Laws of Relevance

The Index identifies six cultural laws driving success in the Third Space: 

Make Memories – Fans reward brands that create experiences they obsess over and replay endlessly.

Craft Your Moments – It’s not about being everywhere, but showing up with precision in the right fan rituals.

Design for the Remix – Content must be fluid, remixable, and open to fan reinterpretation.

Get Intimate – Winning loyalty means designing experiences that feel close and personal.

Humanise Fame – Fans respond to authenticity over polish, seeking the imperfect and relatable.

Keep Pace – Agility is critical as cultural currents shift faster than ever.

“Fans don’t need brands in these spaces,” said Owen Laverty, Chief Brand Officer at Ear to the Ground. “They decide who belongs. The smartest brands are those that listen, earn trust, and add meaning.”

Powered by ETTG’s Fan Intelligence® Network of 12,000+ cultural insiders and its proprietary Fan_Intelligence®_AI, the Index aims to offer CMOs and brand leaders with a strategic map to navigate culture, de-risk investment, and unlock real brand impact.