Entertainment has shifted from passive viewing to active participation....

https://fun-wiki.win/index.php/Why_Do_Apps_Push_So_Many_Live_Notifications%3F_The_Anatomy_of_the_Attention_Economy

Entertainment has shifted from passive viewing to active participation. Platforms now drive loyalty by integrating features like live chat and personalised recommendations, turning viewers into a community. It is no longer enough to just deliver content