Consider the "Netflix phenomenon." When a show like Squid Game or Wednesday is released, the entertainment content serves as a seed. It is the subsequent explosion on popular media platforms—TikTok dance challenges, Twitter thread breakdowns, and meme templates on Instagram—that propels that seed into a global juggernaut.
Netflix’s Stranger Things masterfully links its 1980s-set entertainment content with real-world popular media. By featuring Kate Bush’s 1985 song "Running Up That Hill" in a pivotal season four scene, the show propelled a 37-year-old track to the top of modern streaming charts and TikTok trends. The linkage worked both ways: the show revived a piece of historical popular media, and the resulting viral social media trends drove massive viewership back to Netflix. 4. Strategic Benefits for Creators and Brands