Shake
it off
American catharsis through media
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CHRISTOF
The Truman Show (1998)
Americans aren’t living in a TV show like the namesake character from the 1998 film The Truman Show, nor can they exactly leave their world like Jim Carrey did. But in 2023 they’ll be looking for an escape and some catharsis in the world they’re living in.
Americans are dealing with a lot coming out of the pandemic - a cost of living crisis and security concerns to name a couple. And it’s taking a toll. According to the General Social Survey, only 19% say they’re very happy, which is by far the lowest it’s been in 50 years.
Religion has acted as an outlet for tough times before, but other practices and beliefs are becoming go-tos. Interest in religion has declined in the last two years, while interest in spirituality and astrology are up. While we joke about Mercury being in retrograde, we can’t joke about a billion-dollar business. Apps such as Co-Star (which share birth charts and horoscopes with users) have captured the attention of venture capitalists.
And even celebrities are celebrating their link to the stars. Beyoncé, one of the most-streamed artists in the world, frequently shouts about her Virgo sign, including a track called VIRGO’S GROOVE on her latest album.
Others aren’t looking to the stars for guidance, but they are looking to media for an escape. Americans now have ample stories to invest their emotions in. With our research into trending genres, we can forecast what sort of media will resonate most with viewers and listeners in 2023.
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When the first lockdowns started, over 80% of Americans thought the pandemic would last 6 months or less. Of course that didn’t happen, and restrictions were mostly in place until mid-2021, a full year longer than most Americans predicted.
The pandemic saw many issues – overrun hospitals, mass layoffs, and a high death toll from the virus itself. When restrictions started to ease in early 2021, US consumers were pretty optimistic about the future. 37% thought the US economy would get better as well. Today, that number has decreased to only 18%.
Now a cost of living crisis is slashing budgets, as consumers struggle to pay their bills. Fears of tax increases have also worried US consumers, with many thinking their already scarce budgets will shrink more. Concerns about gun violence and geopolitical tensions have also risen.
15% of US consumers say they’re never satisfied with their life, up 6% from last year - and one of the fastest-growing sentiments in the US.
With all that is going on, Americans desperately need catharsis – a way of releasing, or managing, the frustration they’re facing. For many, this is coming through the media they consume. Much of the situation Americans find themselves in is out of their control, but they can choose what they watch or listen to.
