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The mid-December window is historically prime real estate for streaming platforms fighting for holiday eyeballs. Around December 16, 2022, the major platforms deployed distinct programming strategies that highlighted the fragmentation of popular media.
Netflix’s Wednesday was in full swing. Following its late November release, the series—and Jenna Ortega’s viral dance—dominated social media trends, creating a massive cultural footprint in mid-December.
TikTok creators utilized the release of The Way of Water to pioneer "spoiler-free reviews" and visual breakdowns within hours of the film’s midnight screenings. This rapid-fire content creation ecosystem shifted power away from traditional film critics, placing consumer influence directly into the hands of independent digital creators. The Legacy of 16.12.22
