CULTURE

NPR -  The biggest trend in culture on social media in 2024 can be summed up with one word: Fans.

Major broadcasting networks and mainstream media, and in more recent years streaming companies, have had near-total control over entertainment habits. But now it's the fans who are making an outsize impact on what Americans listen to, play, read and watch — through social media.

The new end-of-year reports released by social media companies including YouTube, TikTok and Spotify point to this overarching trend ....

"When I look at these reports, I am struck by how much fan activity and fan-ish consumption and engagement is at the core of social media," said Abigail De Kosnik, an associate professor at the University of California, Berkeley who studies social media and fandoms. "All of these platforms are basically touting how much they were able to host creatives that could attract and inspire large fandoms, and how proud they were that so many fans are participating in liking, commenting, sharing and buying from these creative influencers."