Case Study: How Tellagence Used YouScan to Track Fan Purchase Intent for Netflix’s K-Pop Demon Hunters
By YouScan
- Social Media Listening/Intelligence
- Brand Research
- Content Analytics
- Artificial Intelligence
- Audience/Consumer Segmentation
- Visual Analytics
- Data Analytics
Tellagence is a Portland-based social intelligence agency that helps brands act on cultural signals. When Netflix’s animated series K-Pop Demon Hunters launched in 2025, the agency identified a common challenge in entertainment IP: K-pop fandoms create demand for merchandise far faster than Western licensing pipelines can respond. Without a reliable way to monitor fan purchase intent in real time, brands had little visibility into when demand was emerging or which audiences were driving it.
Tellagence used YouScan’s social listening and visual monitoring tools to analyse fan conversations around K-Pop Demon Hunters from mid-2025 onward. The team used YouScan’s mentions-over-time tracking, Audience Insights, Visual Insights with platform-specific filters, sentiment dashboards, purchase-intent keyword monitoring, and geographic reporting. They analysed conversations across TikTok, X, Instagram Reels, Pinterest, and Reddit to understand each platform’s role in the fandom journey, from discovery to purchase planning.
The analysis showed that fan purchase intent emerged between July and September 2025, months before any official merchandise was available. This created a monetisation gap that unofficial Etsy sellers, DIY cosplay tutorials, and TikTok Shop listings quickly filled. The primary early audience was adults aged 23 to 35, not children, challenging typical assumptions about animated IP. Geographic data showed strong engagement in the US (70,945 mentions), the Philippines (12,791), and the UK (10,172). Merchandise-related conversations remained active six months after launch, with engagement peaking around key events, including a Hasbro collaboration announcement.
Read the full version of this case study on the YouScan website here.
