The Lost Art of Shared Viewing: Building Community in a Multi-Screen World

Remember the days when everyone gathered around the TV at a set time to watch the latest episode of a hit show? The anticipation, the next-day discussions, and the collective excitement were all part of a shared experience that brought people together. Today, with the rise of streaming services and on-demand content, that sense of communal viewing has almost disappeared. We’re no longer tied to a specific time or channel, and while this offers convenience, it also means that the shared experience of watching TV has diminished.

The Fragmented Media Landscape

The abundance of streaming options has led to a fragmented media landscape. Each person now curates their viewing schedule, leading to a more individualised consumption of content. While this has its perks—like being able to watch what you want, when you want—it also means that watercooler conversations about last night’s episode are becoming rarer. Everyone watches different shows at different times, making it harder to find common ground in popular culture.

However, events still manage to capture a collective imagination, reminding us of the power of shared experiences. Take, for instance, the recent Taylor Swift concert tour, where millions of fans around the world tuned in to live streams, shared their experiences on social media and created a global community of Swifties celebrating together. Similarly, the Olympics continue to be a global event that unites people across countries and cultures, as they watch athletes compete and share in the triumphs and heartbreaks, creating a sense of worldwide camaraderie.

The Marketer’s Challenge: Rebuilding Shared Experiences

For marketers, this fragmentation presents both a challenge and an opportunity. In a world where audiences are scattered across various platforms and screens, creating a sense of community and shared experience can be a powerful differentiator. But how do you do that when your audience is constantly multitasking, using multiple screens, and living their lives online?

Strategies to Foster Community in a Digital Age

1. Create Interactive Campaigns: Encourage real-time participation through live events, Q&A sessions, or interactive content. By creating moments that people can engage with simultaneously, you can recreate a sense of shared experience. Think of live-streaming events or concerts that replicate the collective excitement of a Taylor Swift tour.

2. Leverage Social Media: Use social platforms to bring your audience together. Host live discussions, watch parties, or create hashtags to encourage collective participation. Social media is where conversations happen, so use it to your advantage. Just like the global conversation that happens during the Olympics, you can create your own “event” that people will want to talk about together.

3. Personalisation with a Community Focus: While personalisation is key in digital marketing, find ways to weave in a community aspect. For example, offer personalised content recommendations based on what others in their network are watching or engaging with.

4. Build Online Communities: Create spaces where your audience can connect and share their experiences. Whether it’s a Facebook group, a forum, or a dedicated community section on your website, these platforms can be instrumental in fostering a sense of belonging.

5. Incorporate User-Generated Content: Encourage your audience to share their experiences with your brand or product. Highlighting user-generated content not only validates your audience’s experience but also encourages others to join in. This could be as simple as sharing photos or stories from a brand event, much like fans do after attending a concert or sporting event.

The Competitive Advantage of Community

In a world where everyone lives across multiple screens, the brands that succeed will be the ones that can build and nurture a sense of community. This doesn’t mean trying to turn back time to when everyone watched the same show at the same time. Instead, it’s about creating opportunities for shared experiences in a digital-first world. By doing so, you not only differentiate your brand but also build loyalty and engagement that can set you apart from the competition.

The loss of shared viewing might seem like a nostalgic lament, but it’s also a call to action for marketers. In today’s fragmented media landscape, the ability to create and sustain a sense of community is more valuable than ever. As marketers, it’s our job to bring people together, even if they’re scattered across time zones and devices.

Other blogs: Building a Tribe of Swifties

Podcast: Humanise with Maddie Grant