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Perhaps the most unique evolution of the last five years is the blurring line between creator and consumer. Influencers—personalities on YouTube, Twitch, or TikTok—have become their own genre of . Unlike traditional celebrities, influencers cultivate parasocial relationships : one-sided bonds where the viewer feels they are friends with the creator. : Ryan Gosling stars as a science teacher
Ironically, in a fragmented media landscape, the biggest winners are the few things that everyone watches at the same time. A popular media franchise today often spans across: