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Social media platforms like TikTok, Instagram, and YouTube have democratized content creation. The "audience" is now the "creator." This shift has birthed the , where a person filming in their bedroom can command more attention—and advertising revenue—than a traditional television network. Popular media is no longer just about what Hollywood produces; it’s about what the global community shares.

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: Gen Z and Millennials often find user-generated content (UGC) more relevant than traditional TV. Use snippets or "reaction" style videos to drive engagement. Social media platforms like TikTok, Instagram, and YouTube

Streaming has moved beyond being a "choice" to becoming the primary infrastructure for media consumption. Journal of Cultural Analysis and Social Change The Tipping Point Engagement strategies are shifting to prioritize fandom The