We are witnessing the Great Unwinding of popular media.
In an era of algorithmic overwhelm and bleak news cycles, audiences are abandoning gritty prestige dramas for the gentle embrace of knitting competitions, VHS grain, and low-stakes fantasy.
The Great Unwinding: How “Cozy” and “Retro” Media Became the Ultimate Escape ExxxtraSmall.22.07.21.Haley.Spades.All.The.Rave...
Studios are pivoting. HBO Max (now just “Max”) is reportedly developing a Harry Potter series that leans into the “hanging out at Hogwarts” vibes rather than the dark magic. Netflix’s algorithm now prioritizes “repeat value”—shows you can fall asleep to without missing a plot point.
Similarly, the “clean with me” video genre on YouTube and Instagram has turned household chores into spectator sports. Watching a stranger organize their pantry or scrub a tile grout provides the same dopamine release as finishing a level in a video game, but without the thumb cramps. We are witnessing the Great Unwinding of popular media
Legendary Entertainment recently greenlit a slate of “gentle fantasy” projects, explicitly citing the success of Hilda and Bee and PuppyCat . These are stories where the protagonist’s main goal is to return a lost library book or bake a perfect loaf of sourdough. The villain, if there is one, is usually just a misunderstanding.
So, pass the remote. Put on the episode where they bake the lemon drizzle cake. Turn down the brightness on the OLED screen until it looks like 1995. And for twenty minutes, just breathe. HBO Max (now just “Max”) is reportedly developing
“I can’t watch a show about a drug cartel anymore,” admits Marcus, a 34-year-old software engineer. “My real life has inflation and layoffs. I don’t need to see a fictional character get betrayed. I need to see a Scottish baker cry because his Baked Alaska melted. That is a problem I can understand. And it gets solved in 22 minutes.”
This doesn’t mean the end of edgy content. The Last of Us and The Bear (which, despite its stress, is technically a comedy) prove that high-tension art still has a place. But the center of gravity has shifted.