NickSchaden

Niche Consumption Theory challenges the mainstream

11.28.23 | Technology | ∞

Every mainstream entertainment hit – from Marvel to Call of Duty, to prestige TV – is at more risk of a rapid decline in popularity than ever. Fueled by the internet and on-demand media, alternative options are compelling and diversified. So when the audience sees a weak spot in their entertainment library, many bail to new possibilities, even across different forms of media, and don’t look back. Let’s call it Niche Consumption Theory (NCT).

NCT is an underrated contributor to The Marvels bombing. While many factors sunk the box office, from middling reviews to superhero fatigue, it’s exacerbated by having so many great leisure substitutes to swap in. TikTok, PS5, mobile gaming, Netflix reality TV, VR, and other alternatives can look very appealing against a mid-tier MCU film. They won’t match the spectacle of a $300 million movie, but they don’t have to.

A cost effective approach to streaming

11.14.23 | Technology | ∞

As streaming services continue to raise prices and make questionable quality control decisions (unwanted filler, canceling shows, stripping perks), it’s crucial to take charge.

Pare down to the essentials, and treat everything else with a temporary “jump in, jump out” mindset. It’s a straightforward approach to follow, and along the way, you’ll save money and improve your watching patterns by paring down to what matters most.

Start with an audit of your interests and viewing habits. While a few rare types skip across many subscriptions evenly, it’s more likely that only one or two services dominate your time. Many would pick Netflix, with its abundant back catalog, or Disney Plus for family viewing. I’m a huge foreign and indie movie fan, so Mubi or The Criterion Channel are my go-tos. Limit this list to just one or two services, and consider them essentials. Subscribe and don’t look back.