What is mainstream culture now? YouTube tries to answer that question.

The article "What is mainstream culture now? YouTube tries to answer that question" explores how YouTube's recent culture and trends report answers the question of what defines mainstream culture in today's fractured media landscape. The report, commissioned by YouTube and released in partnership with the National Research Group, surveyed around 1,000 respondents aged 14-44 who identified as active online.

The study found that YouTube's findings reflect a fracturing of culture, with young people's familiarity with top entertainment brands declining in the last six years. However, young people are also more knowledgeable about content creators on social media platforms like TikTok and YouTube. Despite the fragmentation, the report indicates that attachment to favorite cultural entities is growing, with 63% of the surveyed fans feeling successful when their favorite people or things achieve success.

Interestingly, many respondents expressed a desire to be part of a larger, more universal culture, while also seeking personalized experiences online. This duality suggests that while young people gravitate towards different content, their connection to their preferred cultural entities deepens. The report defines mainstream culture as something that is widely seen, actively engaged with, and understood by various audiences, with participation playing a key role in reaching this status.

The Backrooms phenomenon exemplifies the report's findings. Initially an eerie photograph that evolved into an urban legend through online forums, fan art, and YouTube videos, Backrooms gained critical mass when creator Kane Parsons adapted the mythology into a series of found-footage films and eventually a full-length movie. At 19 years old, Parsons became the youngest director to top the global box office, showcasing how online content can transcend traditional mainstream boundaries.