Mass culture is dead, replaced by a collection of fandoms of varying sizes.

Some 91% of 18- to 25-year-olds say “mainstream” pop culture no longer exists

KPop Demon Hunters is Netflix’s most successful property ever and has, on average, basically been viewed by every subscriber once. Which equates to ~4% of the global population.

But plenty of people have watched it multiple times (kids LOVE KPDH).

culture is driven by consumers constructing their identities around their interests that matter most to them

Mass is dead. Meaning is key.

via EMARKETER