When I was a kid, birthday party themes felt like everything, and they were always centered around whatever I was obsessed with at the time. One of my most notable was a “Hannah Montana” themed party, where guests could either dress up as the popstar or her fictional ‘real life’ persona in the show, Miley Stewart. The show had such a grab on me; I would have given anything to actually be in her position. It was shows and movies like this, that started my obsession with the entertainment industry, and once that happened, the obsession only continued to grow.
Now, these obsessions have taken a new form. Tuesday nights have become reserved for “Dancing with the Stars”. “The Bachelor” watch parties have turned into full-blown events. Group chats have filled with theories about the “Stranger Things” finale. While these moments may seem different, they all share one thing: audience obsession—people becoming so invested that it seeps into their daily lives. This kind of influence isn’t something to overlook, especially in the public relations world.
“Dancing with the Stars” exemplifies a show giving the audience what they want. When a rumored romance between reality TV star Harry Jowsey and his pro, Rylee Arnold blew up on TikTok, fans were obsessed with pinpointing every clue that could show the two were a couple. The show played into the alleged romance, with cohost Julianne Hough calling the pair “lovebirds” during one of their post-dance interviews. It was the act of that alleged romance which created intense buzz for the show, even bringing in new viewers on Tuesday nights. In fact, “Dancing with the Stars” went on to see its highest finale viewership in nearly a decade, with more than 9 million viewers that season. It turned passive viewers into active participants, ultimately expanding the show’s reach beyond the traditional media it was used to.
Fans of “The Bachelor” created their own Monday night traditions, with weekly watch parties. Whether it was creating their own version of rose ceremonies at home, champagne toasts or themed appetizers, their Monday nights turned into weekly social events. Each season, these watch parties became more extravagant, pulling in friends of fans that became new viewers of the show. “The Bachelor” capitalized on this by helping fans upscale their watch parties even more. In 2024, the show posted a step-by-step guide to throwing the “ultimate Bachelor watch party” on their website. They also started having the current lead surprise selected watch parties. One of the most notable examples was the year bachelor Joey Graziadei surprised multiple watch parties as an homage to the dedication fans had every Monday night. Through the growth of these social events tied to “The Bachelor” it is safe to say that when fans like to go all out, it’s important to make them feel seen.
Both “Dancing with the Stars” and “The Bachelor” demonstrate how powerful it can be to lean into audience behavior and build on what fans are already excited about.
On the other hand, audience obsession doesn’t always lead to positive outcomes. Take the “Stranger Things” Conformity Gate theory, for example. “Stranger Things” created a fan frenzy since its release in 2016, with its nostalgic time setting and character chemistry. Adding to the show’s unpredictability, a new season drop felt like Christmas Eve. Fans were eager to see how the story would end, but when the finale failed to meet expectations, some viewers began creating their own explanations. Many became convinced there was a secret ninth episode that would reveal the “real” ending. Their belief went so far that fans started tracking supposed inconsistencies in the show looking for things that would confirm their theories. While the theory gained traction online, it was ultimately disproven, leaving viewers even more dissatisfied. For a series built on twists, turns and the promise of the unexpected, it ultimately missed the opportunity to deliver a truly shocking conclusion, and instead left fans sad by its predictability.
Although these obsessions may go beyond something as simple as a birthday party’s theme, they reveal just how powerful audience fascination can be, whether it stems from a rumored romance or a viral conspiracy theory. No matter how small the obsession may seem, what a brand chooses to do with it can make all the difference.
