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?

I’m not a fan of modern fandom. This isn’t only because I’ve been swarmed on Twitter by angry devotees of Marvel and DC and (more recently) “Top Gun: Maverick” and “Everything Everywhere All at Once.” It’s more that the behavior of these social media hordes represents an anti-democratic, anti-intellectual mind-set that is harmful to the cause of art and antithetical to the spirit of movies. Fan culture is rooted in conformity, obedience, group identity and mob behavior, and its rise mirrors and models the spread of intolerant, authoritarian, aggressive tendencies in our politics and our communal life.

I will always love being at the movies: the tense anticipation in a darkening theater, the rapt attention and gasping surprise as a the story unfolds, and the tingly silence that follows the final shot, right before the cheers — and the arguments — start.

Unlike the “trauma plot,” Parul Sehgal’s coinage for the use of trauma as narrative payoff, the therapeutic plot doesn’t wallow in trauma itself. Instead, it offers formulaic accounts of diagnosis and healing—what Janet Malcolm has called “the streamlined truisms of the age of mental health.”

Book blogs sort recommendations by pathology (severe social anxiety, schizophrenia, body dysmorphia), symptom (anxiety, panic attacks), and trauma (parental suicide, psychiatric stay). Fans diagnose characters with mental disorders (a fan theory diagnoses the character Bruno from another recent Pixar offering, Encanto, with obsessive compulsive disorder). Self-diagnosis even informed the development of Everything Everywhere. In early drafts of the script, Evelyn suffered from undiagnosed attention deficit hyperactivity disorder. Writing and researching her character inspired Kwan to identify and seek treatment for his own heretofore undiagnosed ADHD.

No doubt, such a medical diagnosis can provide relief and resolution. But is such a diagnosis the job of art? What is lost when audiences and creators eschew other ways of discussing fiction (for example, E.M. Forster’s distinction between round and flat characters) and instead reduce characters to clinical profiles?

In ancient Athenian tragedy, catharsis was defined by Aristotle’s Poetics as the ritual purification and purgation of emotions, particularly pity and fear. Pity arises from identification with the tragic hero, whose nobility is compromised by a fatal flaw, and fear is elicited by his excessive punishment. The therapeutic significance of catharsis originated much later in the theories of Sigmund Freud. By applying Joseph Breuer’s “cathartic method,” Freud theorized that hypnosis allowed patients to recall the traumatic experience at the root of their condition. Catharsis was Freud’s first major breakthrough, and his first brush with the powers of the unconscious that would form the underpinnings of psychoanalytic theory.For Aristotle, catharsis was the result of anagnorisis—the humility produced by the tragic hero’s recognition not only of the calamity that had befallen him, but also of his own role in bringing it about. Freud, meanwhile, described an inherent tragedy in the “impossible profession” of psychoanalysis, “in which one can be sure beforehand of achieving unsatisfying results.” It wasn’t that Freud had no faith in his own methods; he simply perceived the enormity of the human condition, and understood that the odds of success were not stacked in the psychoanalyst’s favor.Humility is absent from today’s therapeutic catharsis, which assumes with algorithmic certainty that sharing will lead to understanding, and that understanding will lead to healing. Art’s role, according to Everything Everywhere actress Stephanie Hsu, is “to hold space for trauma and offer catharsis,” and to recognize that “empathy and radical empathy and radical kindness are also a tool.” Buried beneath this gauzy language is the fact that the “empathy” of Turning Red and Everything Everywhere rely on the transformation of the mothers, not their children. The adults must learn that children are individuals rather than extensions of parental will, and when empathy is granted to mothers, it is only through their shared status as victims.

Pity the immigrant women who fled war-torn nations and corrupt regimes only to be subjected to psychoanalysis from hipster filmmakers and their own children

All this is not to say that storytelling holds no empathic power, nor an ability to transcend individual perspectives. But this power lies in art’s ability to overthrow, not reify, easy solutions—to challenge rather than “validate.” The transmission of suffering from one generation to the next is a worthy subject for art, but not because its effect on any particular demographic has been under-represented.

Our approach to culture should account for rigor and complexity, not defer to trite solutionism.

Whereas if you grew up online, the negative attributes of individual humans are immediately disqualifying. The very phrase ad hominem has been rendered obsolete, almost incomprehensible. An argument that is directed against a person, rather than the position they are maintaining? Online a person is the position they’re maintaining and vice versa. Opinions are identities and identities are opinions. Unfollow!

I’m the one severely triggered by statements like “Chaucer is misogynistic” or “Virginia Woolf was a racist.” Not because I can’t see that both statements are partially true, but because I am of that generation whose only real shibboleth was: “Is it interesting?” Into which broad category both evils and flaws could easily be fit, not because you agreed with them personally but because they had the potential to be analyzed, just like anything else

We are by now used to apocalyptic bad guys with the end of the world in mind, but it’s a long time since I went to the movies and saw an accurate representation of an ordinary sinner.

Spotting a hot young cellist, Olga, in the bathroom of her workplace, Tár later recognizes this same young woman’s shoes, peeking out from beneath those screens orchestra directors use to preserve the anonymity of “blind auditions.” Next thing we know Tár has given Olga a seat in her orchestra. Then decides to add Elgar’s Cello Concerto to the program, and to give that prestigious solo to the new girl instead of the first cello. And this move, in turn, allows her to organize a series of one-on-one rehearsals with Olga at that apartment she maintains in the city…There’s a word for this behavior: instrumentalism. Using people as tools. As means rather than ends in themselves. To satisfy your own desire, or your sense of your own power, or simply because you can

Every generation makes new rules. Every generation comes up against the persistent ethical failures of the human animal. But though there may be no permanent transformations in our emotional lives, there can be genuine reframings and new language and laws created to name and/or penalize the ways we tend to hurt each other, and this is a service each generation can perform for the one before.