Darshita Goyal is a lifestyle and culture writer who specialises in stories featuring Gen Z. She’s been published in 

, Mashable, and Refinery29, among other global publications.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Navigating reality has become an almost constant shock to the system, and people are growing more invested in constructing a permanent refuge through world-building and community connections.

Essential Escapism

Armed with viral meme fodder, Love Island USA season 7 had reached over 

 views and impressions on TikTok by July, up by 127% from the previous season

, another show primed for social media shareability, became Amazon Prime’s most-watched show in over 120 countries in its first week

 of Americans use social media during or right after watching a TV show

Once accustomed to binge-watching, people are blocking time for appointment viewing of TV shows to indulge in shared rituals

Fans are seeking high-octane TV moments that can easily translate to memes and viral trends, thereby creating inside jokes and micro-communities

Instead of passively consuming content, people want to be co-creators who sleuth conspiracy theories, dissect hidden meanings, and extend the life of a show beyond viewing time

TV writer specialising in female-centric, character-driven narratives for Apple TV+ and Sony.

Writer, strategy consultant and digital media expert specialising in brand growth and pop culture content creation.

Celebrity interviewer and film/TV critic known for insights on South Asian representation in Western media.

 newsletter on fashion and internet culture; senior creative strategist at The News Movement.

United States

Media and Entertainment

NBC Universal

The Wrap

Press Party

Interview with Remy Solomon conducted by the author

TechNews World

Teen Vogue

Interview with Holly Beddingfield conducted by the author

TV Tech

Interview with Pranjal Jain conducted by the author

Deloitte

The Blast

Interview with Shiv Reddy conducted by the author

Horowitz Research

Elite Daily

The Independent

Pew Research Center

Statista

The Hollywood Reporter

Ohio State Survey

Senal News

Marketing Brew

Parade

Glamour

TechNewsWorld

Today, TV shows are as much about creating community and discourse as they are about entertainment. As viewers share memes, sleuth on Reddit threads, and immerse themselves in the world of their favorite shows, we’re seeing the rise of these digital water cooler moments bring communities together, one series at a time.

Analysis

Darshita Goyal

Remy Solomon

Pranjal Jain

Shivani Reddy

Holly Beddingfield

Related Macro Behaviours

Personal Worlds

Essential Escapism