The Rise and Fall of the American Monoculture

The American monoculture -- the era when three television networks, seven movie studios, and a handful of record labels determined virtually everything the country watched and heard -- is collapsing under the weight of algorithmic recommendation engines and infinite streaming options. An estimated 200 million tickets were sold for "Gone With the Wind" in 1939 when the U.S. population was 130 million; more than 100 million people watched the MAS*H finale in 1983. Only three American productions grossed more than $1 billion in 2025, down from nine in 2019. "That broad experience has become a more difficult thing for us studio people to manufacture," said Donna Langley, chairman of NBCUniversal Entertainment. "The audience wants a much better value for their money." YouTube became the most popular video platform on televisions not by having the hottest shows but by having something for everyone. The internet broke Hollywood's hold on distribution; anyone can now stream to the same devices Disney and Netflix use.

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