Companionship content is long-form content that can be consumed passively — allowing the consumer to be incompletely attentive, and providing a sense of relaxation, comfort, and community.

Interestingly, each individual “unit” of music is short-form (e.g. a 3-5 minute song), but how we consume it tends to be long-form and passive (i.e. via curated stations, lengthy playlists, or algorithms that adapt to our taste).

If you’re rewatching a show or movie, it’s likely to be companionship content. (Life-like conversational sitcoms can be consumed this way too.) As streaming matures, platforms are growing their passive-watch library.

content isn’t always prescriptively passive, rather it’s rooted in how consumers engage it.

That said, some content lends better to being companionship content: Long-form over short. Conversational over action. Simple plot versus complex.

Short-form video requires more attention & action in a few ways: Context switching, i.e. wrapping your head around a new piece of context every 30 seconds, especially if they’re on unrelated topics with different styles Judgment & decision-making, i.e. contemplating whether to keep watching or swipe to the next video effectively the entire time you’re watching a video Multi-sensory attention, i.e. default full-screen and requires visual and audio focus, especially since videos are so short that you can easily lose context Interactive components, e.g. liking, saving, bookmarking,

With how performative, edited, and algorithmically over-optimized it is, TikTok feels sub-human. TikTok has quickly become one of the most goal-seeking places on earth. I could easily describe TikTok as a global focus group for commercials. It’s the product personification of a means to an end, and the end is attention.

even TikTok creators are adapting the historically rigid format to appeal to more companionship-esque emotions and improve retention.

When we search for a YouTube video to watch, we often want the best companion for the next hour and not the most entertaining content.

While short-form content edits are meant to be spectacular and attention-grabbing, long-form content tends to be more subtle in its emotional journey Long-form engagement with any single character or narrative or genre lets you develop stronger understanding, affinity, and parasocial bonds Talk-based content (e.g. talk shows, podcasts, comedy, vlogs, life-like sitcoms) especially evokes a feeling of companionship and is less energy-draining The trends around loneliness and the acceleration of remote work has and will continue to make companionship content even more desirable As we move into new technology frontiers, we might unlock novel types of companionship content itself, but I’d expect this to take 5-10 years at least

TikTok is where you connect with an audience, YouTube is where you consolidate it.5 Long-form content also earns creators more, with YouTube a standout in revenue sharing.

YouTube paid out $16 billion to creators in 2022 (which is 55% of its annual $30 billion in revenue) and the other four social networks paid out about $1 billion each from their respective creator funds. In total, that yields $20 billion.”

Mr. Beast, YouTube’s top creator, says YouTube is now the final destination, not “traditional” hollywood stardom which is the dream of generations past. Creators also want to funnel audiences to apps & community platforms where they can own user relationships, rely less on algorithms, engage more directly and deeply with followers, and enable follower-to-follower engagement too

Interestingly of course, an increasing amount of short-form video, including formats like clips and edits, seems to be made from what originally was long-form content.8 And in return, these recycled short-form videos can drive tremendous traffic to long-form formats and platforms.

90% of people use a second screen while watching TV. We generally talk about “second screen” experiences in the context of multiple devices, but you can have complementary apps and content running on the same device — you can have the “second screen” on the same screen.

YouTube itself also cites a trend of people putting YouTube on their real TV screens: “There are more Americans gathering around the living room TV to watch YouTube than any other platform. Why? Put simply, people want choices and variety … It’s a one stop shop for video viewing. Think about something historically associated with linear TV: Sports. Now, with [our NFL partnership], people can not only watch the games, but watch post-game highlights and commentary in one place.”

If I were to build an on-demand streaming product or any kind of content product for that matter, I’d build for the companionship use case — not only because I think it has a higher ceiling of consumer attention, but also because it can support more authentic, natural, human engagement.

All the creators that are ‘made’ on TikTok are looking for a place to go to consolidate the attention they’ve amassed. TikTok is commercials. YouTube is TV. (Though yes, they’re both trying to become each other).

certainly AI and all the new creator tools enabled by it will help people mix and match and remix long and short formats all day, blurring the historically strict distinctions between them. It’ll take some time before we see a new physical product + content combo thrive, and meanwhile the iPhone and its comps will be competing hard to stay the default device.

The new default seems to be that we’re not lonely as long as we’re streaming. We can view this entirely in a negative light and talk about how much the internet and media is contributing to the loneliness epidemic. Or we could think about how to create media for good. Companionship content can be less the quick dopamine-hit-delivering clips and more of this, and perhaps even truly social.

Long-form wants to become the conversational third space for consumers too. The “comments” sections of TikTok, YouTube and all broadcast platforms are improving, but they still have a long way to go before they become even more community-oriented.

I’m not an “AI-head” but I am more curious about what it’s going to enable in long-form content than all the short-form clips it’s going to help generate and illustrate, etc.

The foreground tends to be utilities or low-cognitive / audio effort (text or silent video). Tiktok is a foreground app for now, YouTube is both (and I’d say trending towards being background).

This sort of audience divide, not between those who love a show and those who hate it but between those who love it in very different ways, has become a familiar schism in the past fifteen years, during the rise of—oh, God, that phrase again—Golden Age television. This is particularly true of the much lauded stream of cable “dark dramas,” whose protagonists shimmer between the repulsive and the magnetic. As anyone who has ever read the comments on a recap can tell you, there has always been a less ambivalent way of regarding an antihero: as a hero

a subset of viewers cheered for Walter White on “Breaking Bad,” growling threats at anyone who nagged him to stop selling meth. In a blog post about that brilliant series, I labelled these viewers “bad fans,” and the responses I got made me feel as if I’d poured a bucket of oil onto a flame war from the parapets of my snobby critical castle. Truthfully, my haters had a point: who wants to hear that they’re watching something wrong?

Adaptation inconsistencies could be waved away if the emotional terrain and aesthetics of the film had a strong enough point of view

Maybe we’ll get to a point where the novelty will be that a human being wrote something: This person proved that they were in a box away from any A.I. when they wrote this thing

as writers and creators, you want people to watch your show, so if you can make something look and sound like something else that people already want to watch, then you might be able to convince a producer that it will have legs. But I discovered through doing “Fleabag” that you have to write something that is more dangerous, more honest, more unusual and more provocative — especially if it’s going to go into a pool with a million other things. Honing the uniqueness of whatever you do is your best chance. I know I’m saying that having just signed up to do “Tomb Raider,” which has an audience already, and I know that’s what Amazon wants, and Amazon made this unbelievable deal8 8 In 2019, Variety reported about Waller-Bridge’s development deal with Amazon Studios, that “sources say the deal is worth around $20 million a year.” with me. I care so much about delivering for them. Being able to do that dangerous, naughty, transgressive stuff in the heart of something that is very valuable to them in terms of I.P. satisfies both of those things, but the discipline for me is to not just give them the “Tomb Raider” they think they want, but to give them something else.

People are going to interpret everything I do as my feelings on contemporary womanhood because I’m a contemporary woman. I don’t want to escape that part of me. I can see how I’ve gone into masculine roles with Bond and “Indiana Jones,” but those worlds are the ones that always intrigued me. The high-stakes action world appeals to me, whether it’s masculine or feminine. I like the urgency of it and the idea of being able to write a female character in a world like that.

It’s a window into your psychology: You want to be a pleaser and do the assignment well, but what you actually want to do is something riskier. Oh, my gosh. That’s exactly what it is. But the best thing is when you satisfy both. The journey there can be quite [laughs] — I love the feeling of having done what’s been asked, but I hate the feeling of pleasing.

I think that with Bond there is something dangerous, transgressive and incendiary about that character, and it’s the same with Indy. He completely revolutionized the action hero, which Harrison1 1 Harrison Ford, of course, who has said “Indiana Jones and the Dial of Destiny” will be his last go-round with Indy’s famous whip and fedora. is dead set against him being described as, but there was something that broke the form. We accept them now as the biggest franchises, but in the kernel of these characters is something naughty and dangerous. They were the rascals of their time, and I feel like Villanelle and Fleabag are rascals.2 2 Villanelle is the name of the assassin character, played by Jodie Comer, in “Killing Eve.” “Fleabag,” for those who haven’t seen it, is that show’s title character, played by Waller-Bridge. The show earned six Emmy Awards and 11 nominations for its second season. So it was less like, “I want to go do this big movie,” and more, “I want to play in the sand pit with these rascals.” That’s one way of looking at it.

I couldn’t write anything that I felt didn’t have that deeper element sincerely at the heart of it, and that writer is with me everywhere I go. It’s ever-present: What does this mean? Because I’m obsessed with having an audience be moved.6 6 Waller-Bridge said the most recent things that moved her were the TV series “Dead Ringers,” a concert by the singer Christine Bovill in which she performed Edith Piaf songs and a revival of “Guys and Dolls” at the Bridge Theater in London. I was moved when I read the script, and I was moved when I heard Jim7 7 James Mangold, the director of “Dial of Destiny.” He is the first director other than Steven Spielberg to direct an “Indiana Jones” movie. and Harrison and Kathy talk about it. I mean, I wasn’t in tears on the floor, but I felt that tingle of, this has got some human stuff going on. But the day-to-day? Some of the days were superfun, and we did look really cool. But the proper actors don’t want to just look cool. They want to make you cry while looking cool.

The race for the streamers to configure themselves as full-service production, distribution, and exhibition outlets has intensified the need for each to articulate a more specific brand identity.

What we are seeing with the streaming wars is not the emergence of a cluster of copy-cat services, with everyone trying to do everything, but the beginnings of a legible strategy to carve up the mediascape and compete for peoples’ waking hours.

Netflix’s penchant for character-centered stories with a three-act structure, as well as high production values (an average of $20–$50-plus million for award contenders), resonates with the “quality” features of the Classical era.

rom early on, Netflix cultivated a liberal public image, which has propelled its investment in social documentary and also driven some of its inclusivity initiatives and collaborations with global auteurs and showrunners of color, such as Alfonso Cuarón, Ava DuVernay, Spike Lee, and Justin Simien.

Quibi as short for “Quick Bites.” In turn, the promos wouldn’t so much emphasize “the what” of the programming as the interest and convenience of being able to watch it while waiting, commuting, or just taking a break. However, this unit of prospective viewing time lies uncomfortably between the ultra-brief TikTok video and the half-hour sitcom.

Peacock’s central obstacle moving forward will be convincing would-be subscribers that the things they loved about linear broadcast and cable TV are worth the investment.

One of the most intriguing and revealing of metaphors, however, isn’t so much related to war as celestial coexistence of streamer-planets within the “universe.” Certainly, the term resonates with key franchises, such as the “Marvel Cinematic Universe,” and the bevvy of intricate stories that such an expansive environment makes possible. This language stakes a claim for the totality of media — that there are no other kinds of moving images beyond what exists on, or what can be imagined for, these select platforms.

Swelling trade tensions and the rise of “direct-to-consumer” platforms were bound to heighten the scrutiny on the import of mass media cultural products. But it’s also notable that the Marvel movies that did gain admittance in China were led by six heroes (The Avengers), five of whom were employed by the American military (with the sole outlier being an extraterrestrial) and all of whom were white. The current, rejected leads are more diverse in vocation, American allegiance, and ethnicity (among other attributes).

In 2017, Disney began a marketing integration with aerospace and defense giant Northrop Grumman encouraging those who use Google to research American defense contractor Stark Industries to join something like the real thing.

Avatar’s unprecedented achievements require us to examine not just its technological innovations, but also its narrative. The film’s “protagonist humans” are classic Western archetypes such as the taciturn soldier and the driven scientist. The villains are archetypes as well, but they are also particularly close to foreign caricatures of evil Americans: the tough-as-nails, violence-prone colonel and pillage-the-earth corporate executive. Furthermore, Avatar’s overarching message is one of collectivism, spiritualism, and alignment with nature. At the end of the movie, each of the Western heroes literally shed their individual identities (and white bodies) to become part of the cooperative aboriginal mind and save the day.

Whoever is behind the scenes of these movies fails to understand that you can actually make more money by making something that is "good". That making a "good" movie means people will want to watch your movie multiple times and then purchase it again later, and purchase more tickets, and purchase the streaming service with your movie, and purchase the box-set with your movie.

There are three ways you could make a film like this, and make it somewhat "good", whatever that term may mean. You could:A) Make a good movie. Make a movie that is artistically fulfilling, filled to the brim with interesting themes and ideas, passionate craftwork, talented artistry. Something that makes people proud that they went to the movies.B) Make a good Jurassic Park/World movie. Make something that builds on the source material before it in an interesting way and gives itself a purpose to exist in the first place outside of being just a cash cow. Something that makes people proud to be a fan of the franchise.C) Make a good dinosaur movie. Just show a bunch of fucking dinosaurs crashing into each other. Something stupid but ultimately fun. Something that makes people proud to have eyes and ears so that they can see something cool.