– We will likely never return to a unified popular culture. Instead, expect ever-tinier niches with their own stars, languages, and memes. The "mass audience" is a myth; the new reality is millions of passionate audiences.

If streaming dominates the living room, short-form video owns the commute, the bathroom break, and the late-night scroll. TikTok, YouTube Shorts, and Instagram Reels have rewired the brain's reward system for entertainment content.