THE TV MULTIVERSE Building Connections Through Television
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THE TV MULTIVERSE Building Connections Through Television 1 GENERATION STREAM THE TV MULTIVERSE CONSTELLATION TV 3 6 8 10 Welcome The Meme Podcasts Otherhoods to the TV Scene & Crews Multiverse Generation Stream is Memes are a new social Podcasts are the new Communities formed creating new “networks” currency and provide an spin-offs of TV, cultivating around niche content of television—constella- outlet for humor and highly personalized interests–a way for tions of fandom built levity in chaotic times. communities and viewers to find and from the ground up that allowing conversations. connect with like-minded tap into a deep need fans over unique passions. for human bonding. 2 GENERATION STREAM THE TV MULTIVERSE WELCOME TO THE TV MULTIVERSE Streaming has forever changed our relationship with traditional network TV. 95% of Generation Stream say streaming has 30, of LA, told us. “Nowadays, I feel excited and changed the way they watch: from watching connected when I find out that someone watch- more content to watching niche content to being es Big Mouth or Succession. It feels like we are able to binge multiple seasons at a time. But as somehow connected, that our niche tastes have we’ve shifted from revolving around one prime- aligned and now we share something obscure in time sun to each having our own content “north common.” Adam’s not alone. Generation Stream stars,” we’re feeling a little out of orbit. is creating new “networks” of television—constel- We have infinite choice, but fewer people lations of fandom built from the ground up. These to share these choices with. “It used to be that new networks are as much about a deep need for we all tuned in to watch Friends, Family Guy, human bonding as they are about what’s on TV. even LOST. Then, we would discuss our favor- In the beginning, there were the Big ite moments or jokes from the episode,” Adam, Three—CBS, NBC, and ABC—and all of America of Generation Stream say streaming has 95 % changed the way they watch TV. 3 GENERATION STREAM THE TV MULTIVERSE WELCOMECONSTELLATION TO THE TV TV MULTIVERSE “The more that we can create real conversation and community, I think the better we'll be.” —Larz, 25, Brooklyn, NY 49% of Generation Stream say they miss those collective water cooler conversations. tuned in to watch the nightly roster. Now, the Sure, fandom has long taken forms beyond average household gets almost 200 channels— that proverbial water cooler, from Comic Cons and that’s just counting linear television. With to FanFiction to petitions to bring favorite shows original content coming from every corner of back. But today’s constellation communities are the internet, it’s never been more possible to go taking connection over content a step further by down the TV rabbit hole and come out with titles tapping into deeper human needs—and forming as niche as Netflix’s Peaky Blinders, Hulu’s Big factions around them. Whether it’s Rick & Morty Time Adolescence, or YouTube’s Wisecrack. And chat rooms, The Office podcasts, or viral memes, while that means finding a show that fits your people are finding bespoke forms of connec- exact taste is as easy as opening your laptop, it tion—and that’s what really matters. also means that the water cooler conversations “When you discover that someone else about last night’s episode have all but disap- likes one of ‘your shows,’ you feel intrinsical- peared. And while the water cooler may be an ly connected,” Adam says. “I think television outdated concept, that connection isn’t—nearly is such a commitment in the wake of all this half (49%) of Generation Stream say they miss content that it’s become akin to finding out those collective conversations. “It can be very someone else really loves model train building. disconnecting to just be in your room watching It genuinely feels like a part of your life and your a show,” says Larz, 25, of Brooklyn. “The more identity. These shows are appendages of our that we can create real conversation and com- own personalities, our affinity for them reflects munity, I think the better we'll be.” our personality on some level.” 4 GENERATION STREAM THE TV MULTIVERSE 4 WELCOME TO THE TV MULTIVERSE Generation Stream is creating new “networks” of television— constellations of fandom that reflect personalities and tap into a deep need for human bonding. It’s about more than just watching a show—it’s the community bonds, personal connections, and conversations that extend the TV viewing experience. Meme Scene Podcasts & Crews Otherhoods Memes are a new social Podcasts are the new spin-off s Communities formed around currency and provide an outlet of TV, allowing conversations to niche content interests–a way for humor and levity to cope continue long after the season for viewers to find and connect and connect with others. (or show) ends, creating highly with like-minded fans over personalized communities. unique passions. ASPIRATION ASPIRATION ASPIRATION CATHARTIC CONNECTIONS NOSTALGIA AND COMMUNITY BONDING OVER NICHE CONTENT BUILDING 56% 46% 49% of streamers agree, “Keeping of streamers are actively part of streamers miss the up with popular TV shows and of a community, either IRL or ”water cooler” conversations movies is a form of social online, that discusses their that used to happen when currency that allows me to be favorite TV shows and films. everyone watched the part of cultural conversation.” same shows. 5 GENERATION STREAM THE TV MULTIVERSE THE MEME SCENE In the vast and rapid-fire world of the internet, gotten meta: one meme from TherapyMeme- memes have become the new social currency, Queen reads, “Therapist: ‘And how does that especially among Gen Z. Appealing to Zers’ make you feel?’ ‘I am not very good at describ- notoriously dark humor, memes provide an ing my emotions, maybe you could just hold outlet for levity in chaotic times. In other words, up a bunch of meme pictures until I see one memes help us cope and connect with others. that I would normally comment the word These days, general mental health is top-of- ‘mood’ on?’” mind among streamers and non-streamers It’s safe to say that memes have taken alike. When asked to rank the issues most im- over the internet. They’ve become one of the portant to streamers and non-streamers, men- leading ways content gets dissected and tal health ranked first out of 15 key issues, shared—and that gives TV shows and movies a ranging from climate change to LGBTQ+ rights. second (or third or fourth) life. The Off ice, for And while depression is an issue this genera- example, went off the air seven years ago. But tion takes seriously, making light of it is in Gen in the world of the internet, “you won’t need to Z’s dark nature—and has become their go-to scroll too far down your feed before you come coping mechanism. Memes tackling topics across one of Dunder Miff lin’s disgruntled em- like depression, debt, and failed relationships ployees,” writes Daniela Cabrera for Teen Vogue. abound on Instagram, Reddit, and Twitter The same goes for Game of Thrones, Friends, meme groups. Research from The Conversation Sex and the City, and oh so many more. even found that people with depression actually prefer me- mes that relate to their mental health experience over the lighter variety. Memes are also changing the conversation Me guarding my last brain cell: around therapy, and even therapists are catching on, creating memes to help them- selves cope with the emotional- ly taxing nature of their work. In true internet fashion, this has 6 GENERATION STREAM THE TV MULTIVERSE THE MEME SCENE “If I meet people who also watch The Real Housewives of New York City, we automatically have a ‘gif keyboard’ of language in common. We can talk about it in a very familiar way, even if we don’t know each other.” —Corinne, 23, Brooklyn, NY TV memes tend to take two forms: memes “Memes are what's influencing me the most to directly related to the show or those that con- watch TV,” says Ben, 32, of Seattle. “It's like the nect a specific TV show with something broader internet has all just melted into one conscious- going on in culture (i.e. comparing the mess of ness and everyone is pretty much plugged in at climate change to a still of Peter Weber’s season this point.” of The Bachelor, a joke you’d only understand if There’s a next level to all of this. While con- you were in the know on just how much of a tent shapes memes, the internet has become mess his season was). This creates levels of fan- such a feedback loop that memes are also now dom that everyone can participate in, from su- shaping the content. Memes are so indicative of perfans to those who just occasionally tune in. a TV show’s success that some creators are fram- More than just a laugh, memes have be- ing shots and writing lines with the meme world come the conversational nexus: when everyone in mind. Consider Love Island, which writer Ellen on Twitter is memeing the latest episode of E. Jones says “has audience engagement written Killing Eve, those not in the know want to join the into its DNA. Every episode is crammed with the conversation. In fact, 40% of streamers say they meme-makers’ raw materials of character con- find out about and decide to watch new content frontation and closeups on expressive faces..