The Rise of Mainstream Niches
4 March 2025 | Written by Parker Floris
The first single from an artist's debut album was set to break records, racing against time to become the fastest video to reach one billion views on YouTube. But, if I were to mention the artist's name to those around me, most would have never heard of her.
This is the paradox of modern fame. Someone can be a cultural giant, commanding millions, yet be completely invisible to those outside their niche. Two people can live in the same city, have the same upbringing, and yet have zero cultural overlap. One might be obsessed with a YouTuber who holds more influence than the BBC. While the other might follow a pop star selling out stadiums—neither having heard of the other.
We no longer posses a singular mainstream. Instead, in its ashes we see the rise of mainstream niches.
Why does Culture No Longer Feel Shared?
Social media has dismantled the idea of mainstream cultural moments that everyone experiences together. We now have fragmented digital tribes, each with their own influencers, trends, and conversations. What once lived on the fringes can now dominate an entire ecosystem—without ever touching the broader public consciousness.
K-Pop, for example, has created global superstars who sell out arenas worldwide, yet remain invisible to those outside their fanbase. Gaming, once dismissed as a niche subculture that would turn eyes square and kids violent, now commands Super Bowl-level audiences, entertaining hundreds of millions worldwide. Even finance creators, who used to lurk in obscure forums, now shape mainstream economic discourse—and have a seat at the table with legacy media—all while being virtually invisible to those outside their algorithmic bubbles.
We don’t just consume different content. We live in different digital realities entirely.
Who Were the Gatekeepers of Past and Present?
Cultural influence used to be dictated by human tastemakers—magazine editors, film producers, and record executives. Now, it's controlled largely by us and our interests—we all contribute to the taste-making based on our viewing preferences—manifesting in vastly different and sometimes polarised ways.
Consider:
K-Pop, once a regional genre, became a global phenomenon.
Long-form podcast discussions began to dominate YouTube at the same time TikTok took off.
Parkour challenges filmed on a GoPro rack up millions of views, outperforming overpriced traditional television.
Focussing purely on viewer engagement can obviously come with certain downsides regarding promoting drama-ridden, hateful, misinforming content. This is why platforms like YouTube now focus on viewer satisfaction—which is harder to measure but is an attempt to ensure we remain within the healthy niches.
What is the Hidden Trade-Off of all this?
This deconstruction of mass culture towards algorithmic niches creates both:
Opportunity : Creators can reach massive audiences without traditional gatekeepers, and viewers can find communities they align with.
Danger : Cultural consensus is disappearing. We are moving towards a world where people live in completely separate realities, shaped by the content they consume.
Rosé from BLACKPINK didn’t end up breaking the record—she landed as the fifth fastest to reach a billion views. While that puts her in the same category as Adele and Ed Sheeran, she still for many remains unknown.
Mainstream isn’t dead—it’s just evolved. We can all engage with our unique interests and communities in a way that wasn't possible before. But, the real question is:
What happens when no one shares the same version of reality anymore?
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