So, what comes next?

We believe social media is entering a new phase—one that will likely intensify the ‘narrowing and splitting’ trend we’re already seeing across content consumption. While TikTok has ushered in the ‘age of algorithmic entertainment,’ this is being complemented (not replaced) by a shift toward deeper, more specialised communities and fandoms, each catering to the most specific niches imaginable.

Algorithms that surface ‘more relevant content’ have given rise to globally scaled digital communities, congregating around interests that might once have been considered niche. Some of these communities engage passively—such as the 55 billion views on #witchtok content on TikTok—while others are highly active, seen in the rise of platforms like Patreon or Discord, where users are willing to pay for exclusive content and community access. In fact, today, three-quarters of people say they belong to an online sub-community. This evolution means that Community Marketing, as opposed to traditional social media marketing, is becoming essential for brands seeking to stay relevant in this increasingly fragmented digital landscape.

Several forces have converged to shape this trend:

• Algorithms have grown so potent that they now seamlessly connect like-minded individuals who share niche passions, often through highly tailored content.

• Monetisation opportunities have democratised the ability to be a ‘niche content creator’ at scale, allowing creators to thrive within their specific interests.

• Community-first platforms, such as Reddit, Patreon, and Discord, have emerged to facilitate these deeply engaged, focused communities.

The result is an abundance of high-quality content on virtually any niche topic, with vibrant communities forming around shared passions. It’s no surprise that social media now operates on two distinct layers:

1. Broadcast entertainment: Platforms like TikTok and YouTube dominate this space, where stars born on these platforms now rank above Hollywood celebrities in terms of popularity and influence among Gen Z audiences.

2. Niche communities: This layer fosters more personal passions, where community engagement is key. Paid content models, such as those seen on Patreon and OnlyFans, will likely continue to grow as these niche interests expand and deepen.

Interestingly, as niche content pivots toward paid models, the opposite is happening with long-form entertainment. Streaming platforms are introducing ad-supported models to convert their existing user bases into profit in the post-Peak TV era. This could, in fact, usher in a new golden age of television advertising.

Finally, we must consider where this viewing is taking place. YouTube consumption on TV screens is rising, and while this trend may continue, it is likely to plateau. The inherently solo nature of social viewing — driven by algorithms tailored to individual profiles and past behavior — makes it less conducive to the shared experiences we associate with traditional television.