Predicting whether any one piece of media will become popular is extremely difficult ahead of time. Although we like to think that success is due to the qualities of the program itself , it’s more likely that popularity is the result of largely random social processes.
Research suggests that this type of social process explains why it is so hard to predict the media that will become extremely popular. Salganik and colleagues conducted a series of experiments to examine how social information influences the popularity of online media. In their experiments, users visited a website where they could listen to a catalogue of randomly selected songs. The researchers then tested how adding social information would influence which songs would become popular.
These results mean that any show with an initial boost in popularity can quickly become extremely successful. At a certain point, people will begin to watch"Squid Game," or any other show, because of its status as a highly popular show . In real life, the effects of social information are likely to be even stronger than the effects in Salganik’s experiments, where the manipulation of social information was relatively subtle.
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