Not all exclusive content is blockbuster-sized. The Criterion Channel has turned "The Closet" videos into a genre of popular media unto themselves. Watching a famous director geek out over a 1950s Japanese drama is hyper-niche, yet these clips generate millions of views on TikTok. This proves that doesn't need to be expensive; it needs to be authentic. The proximity to the creator is the commodity.
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For decades, the concept of "popular media" was defined by shared experiences. Families gathered around a single television set to watch one of three major networks; friends discussed the same blockbuster movie that everyone had seen at the local theater. Culture was monolithic, driven by a scarcity of options. Not all exclusive content is blockbuster-sized
A major trend for 2026 sees AI-generated video moving from a "supporting act" to a leading role in content creation. This proves that doesn't need to be expensive;
We have lived through the death of the DVD commentary. In the 2000s, listening to Robert Rodriguez talk about Desperado for 90 minutes was a nerdy pastime. Today, that same energy has morphed into vertical video.