We are already seeing AI used to write South Park episodes and generate background art. The near future promises "dynamic content"—movies that change slightly based on who is watching, or AI-generated podcasts recapping the news just for you. While the "uncanny valley" remains an issue, synthetic media will soon flood the lower tiers of popular media (ads, background filler, stock footage).
Where once there was the "watercooler moment" (everyone watching the same episode of MASH* on the same night), there is now the "algorithmic silo." Your entertainment content is uniquely yours. wwwxxxmmsubcom
However, two contradictory behaviors define modern consumption: We are already seeing AI used to write
Popular media has adapted to "second screen" behavior. Dialogue in modern TV shows is often repetitive and visually reinforced because the producers know half the audience is looking at their phone. Notice how characters in Stranger Things or The Marvelous Mrs. Maisel announce what they are doing? “I’m going to the basement to turn off the fuse box.” That’s not for the viewer watching; it’s for the viewer listening while scrolling Instagram. Popular media has adapted to "second screen" behavior
Why does this matter? Because entertainment content is the currency of the attention economy. The business model has shifted from selling content (tickets, DVDs) to selling access to eyeballs (advertising) to selling data and engagement (algorithmic feeds).
The Streaming Wars Hangover For a glorious five years, streaming services burned cash to acquire subscribers. Netflix spent $17 billion on content in 2023 alone. But the hangover has arrived. Services are now cracking down on password sharing, introducing ad tiers, and drastically slashing "mid-budget" films. The only movies that get greenlit today are either $5 million horror films that can triple their money or $200 million superhero epics. The $40 million romantic drama for adults? Nearly extinct.
The Creator Economy Simultaneously, the explosion of platforms like Patreon, Substack, and Twitch has allowed independent creators to bypass Hollywood entirely. Your favorite video essayist or D&D live-play group might earn more revenue (and loyalty) than a cable television show. This has democratized popular media. A Korean grandmother cooking on YouTube can have the same reach as a Michelin-starred chef on a Food Network special.