With more than 200 available streaming services and social media apps galore, global audiences now have a staggering amount of access to content they love. With this abundance, though, comes choice paralysis: how does one pick between a seemingly infinite number of shows, movies, and channels: will it be the latest Tracker or a favorite rerun of Basketball Wives; the latest nail-biting game on Golazo; the latest queen going viral on RuPaul’s Drag Race?

One thing’s for sure: viewers hold the power. When people enjoy greater control over what, when, how, and why they watch something, it redefines what gets deemed popular.

“Popular” used to be defined by three main factors: being the most-watched, talked about, and critically acclaimed. Today the recipe has been adjusted, and not just for flavor. Popularity is increasingly fan-driven and fundamentally more communal. From Barbenheimer and Dune to the Super Bowl and the Grammys, the past two years have been punctuated by several, pivotal monocultural moments – experiences shared by people from all walks of life, coming together to participate in something together. Consumers want content that allows them to bond, with 86% saying that content must connect different people in different ways, in order for it to be considered popular. This version of popular culture is now more democratic, more engaged and helps consumers find connection in disjointed times.

In some ways, “popular” has become hard to define. 85% of consumers think a show is popular when it’s talked about – even without an upcoming new season. Another 83% say popularity is more about what viewers think versus what critics say – signaling the reign of peer reviews. And then there are 81% of consumers who say the shows they watch most frequently are not always the ones they talk about the most, which means the most popular content out there might be flying under the radar.

85% of consumers think a show is popular when it's talked about – even without an upcoming new season. – The New Collectivism Study, Paramount, 2023

If there are so many nuances to why people consider a piece of content “popular”, how do you break through the noise? What does “popular” even mean? In our study The New Collectivism, we explored the shifting definition of popularity and its foundational elements.

When asked to rank what they look for in popular content, consumers said it has to be the talk of the town, have longevity, provide an escape, promote new ways of thinking and reflect culture today. These characteristics cross categories – from Sports, to award shows, to series and movies. Brands and marketers can use these expectations to dimensionalize popularity and create content that truly strikes a chord.

Popular Content is Talked About

Content that is well-known and viral makes us feel part of something larger than just ourselves. Highly anticipated tentpole events like the Super Bowl and the VMAs are clear examples. But series with fresh and original premises - like Love Island and Emily In Paris – also have the potential for breakout popularity, providing new, creative frames of reference for addressing modern-day challenges.

Popular Content has Longevity

The ability for content to withstand the test of time is also an important factor. The Scream series and Survivor franchise prove that familiarity can lead to consistent popularity, through playing on tropes with multigenerational appeal, and formulas that feel consistent, yet fresh and appealing.

Popular Content Provides an Escape

Popular content also often provides a way to escape - whether at the theater, at home, in singular moments, or as something to always look forward to The Champions League finals, Yellowstone and Dungeons & Dragons might seem dissimilar on their surface, but beloved events, shows and movies like these share in their ability to transport their viewers from their everyday lives - and provide a moment of escape.

Popular Content Thinks Differently

Content that pushes viewers to learn new and different things inspires their growth – through exposure to niche communities and interests, or by offering alternative windows into well-known people, places, cultures and moments. Shows like The Bear and RuPaul’s Drag Race have generated deep fandoms by helping people more deeply understand the worlds of restaurants and drag, respectively, in original, and authentic ways.

Popular Content Should Reflect Culture

Popular content also often mirrors culture of the times and the ups and downs of everyday life. Shows like South Park and The Curse are examples of how real-world narratives can be adapted to the screen through humor, raw truths, and meticulous character-building.

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