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Is pop culture undergoing another shift?
At Youtube, "responsive creativity" is about making video and audio content that play straight into basic emotional needs, like “comfort creators,” vibe content and ASMR (Autonomous sensory meridian response). Consumption of such little videos continue to evolve, while the actual, real variety of aggregation spaces are growingly disappearing, especially for Gen Z. Even Museums couldn’t resist joining in on the trend, see the recent series of ASMR at the Victoria and Albert museum videos below.
If there’s one thing that research (1) has made clear, it’s that pop culture is undergoing another negative shift. We can provide some context and insight into the dynamics behind it. During the pandemic, people were turning to video "to meet specific personal needs". This continues to hold true — and grow — today (1): 83 percent of Gen Z have used YouTube to watch soothing content that helps them relax.