How women are turning watch parties into a cultural movement

Every week, living rooms are transformed into makeshift theaters. TVs are turned on, snacks are carefully picked and friends gather on couches. This is the most recently viral activity for friends: watch parties. For many women around the world, these gatherings are about much more than just watching a show. It’s about creating a community, rituals and sharing emotional experiences together.

Whether it’s a new Netflix series or the finale of a competition show, watch parties have become a staple social activity, especially for women viewers. This summer was no exception as predominantly women audiences tuned in to watch “The Summer I Turned Pretty.” Every Wednesday night, viewers gathered to watch the final season and debate whether Belly would choose Conrad or Jeremiah.

The trend didn’t stop there. These watch parties have taken off for reality shows such as “Dancing with the Stars” and even album releases, such as Taylor Swift’s “The Life of a Showgirl.” Viewers often dress up, decorate their living rooms and even make interactive games to enjoy the show or album release. For example, viewers of “Dancing with the Stars” can make their own DIY judges’ paddles to give scores for each dance.

Much of this viral trend has gained traction through TikToks made by audiences. Many TikToks include reactions to cliffhangers and finales, and even theories on what the upcoming storyline could include.

These TikToks are not only utilized by the general public but also by studios. Amazon Prime’s marketing for “The Summer I Turned Pretty” leaned heavily on TikTok, using hashtags like #TeamConrad or #TeamJeremiah. The strategic marketing tactics prompt viewers to assemble in their living rooms and create fandom gathering spaces to offer their opinions.

The rise of watch parties is about more than just entertainment. It is deeply connected to women viewers having real-life interactions and emotional connections with one another.

Perry Berne Johnson, a lecturer of communication at the Annenberg School for Communication and Journalism, said she believes the return of weekly episode releases has reintroduced a communal viewing culture that intensified during — and after — the start of the coronavirus pandemic.

“There’s a desire for in-person experiences, especially since we’re not entirely post-pandemic. … There has been a shift culturally,” Johnson said. “Rather than opting to experience [shows] by themselves, in their own home or in their rooms, they’re taking advantage of opportunities to form a community around [television].”

Women for decades have been navigating friendship and seeking commonality through popular culture and modern media, Johnson said. She further explained that as American entertainment expanded throughout the 20th century, it created one of the first widely acceptable public spaces where women could gather, socialize and enjoy community-driven activities. 

“[Entertainment] creates new pathways for women and girls to be in community, in public, in ways that they had not been allowed to before,” Johnson said. “[There was] a rise in leisure time and a shift in some cultural norms [that created] space for women to be in community, publicly.” 

As entertainment studios recognize how deeply women connect with emotional storytelling, marketing strategies have shifted to speak directly to women audiences and their interests. 

Whether it be a love triangle, a shocking elimination or a sudden plot twist, women gravitate toward stories that ignite collective reactions. Not only does entertainment offer conversation within women audiences, but it also allows women to see their own relationships and identities reflected either on screen or through music. 

Johnson explained how entertainment brands’ increased awareness of and economic appeal to loyal women audiences has caused marketing strategies to shift. For example, Johnson spoke to recent record-breaking numbers from Taylor Swift’s “The Life of a Showgirl” and her Eras Tour, showing how women audiences are willing to spend the money on merchandise, concert tickets and music.

“We’ve been conditioned as fans to demonstrate our level of fandom via our consumption,” Johnson said. “It can be unifying and form community, because [fans are] like, ‘we are both fans of X, Y and Z, and we’re going to go to these things together.’”

This level of engagement in pop culture events such as the Eras Tour has influenced both labels and artists to prioritize women-led initiatives. Beyoncé, for example, intentionally performs with an all-women band that represents diversity and recognition of women.

These recent trends demonstrate the importance of uniting women audiences. From TikToks to viral trends to watch parties, women audiences offer a valuable economic factor for successful entertainment.

At USC, student organizations such as the Marshall Entertainment Association host monthly group screenings. The club’s goal is to teach students a holistic view of the entertainment industry and develop connections with industry professionals, according to their website.

Ella Coulter, a sophomore majoring in the business of cinematic arts and vice president of the club, said she believes that watching movies together as a group allows their members to grow emotional connections with one another.

“Last year, we did a couple pre-Oscars screenings for movies that were nominated for Best Picture. Those were great opportunities to bond with my club members … We also have big-little, where members will mentor younger mentees. That’s more of an opportunity to talk about different interests and current content that people are consuming,” Coulter said.

Along with her role in this club, Coulter said from watch parties with her college roommates to her sisters, she enjoys hosting watch parties and creating a community in her own living room.

“My friends and I watched the ‘Summer I Turned Pretty’ weekly episodes, which was so much fun,” Coulter said. “We really bonded in those moments, when stressing over what the characters were doing, what types of decisions they were making and what we expected from future episodes.” 

Alexa Googel, a junior majoring in the business of cinematic arts, currently works for Focus Features and assists with digital marketing for films such as “Hamnet.” Googel said her work at Focus Features has allowed her to understand the thought put into experiential events in order to unite audiences while promoting a film.

“Gen Z is much more likely to go to theaters if their friends are involved,” Googel said. “That was part of the strategy behind ‘The Summer I Turned Pretty,’ was getting people to have activities that they could go with with their friends.”

Googel also spoke on the 20th anniversary of “Pride and Prejudice” (2005) being celebrated through a gala for fans. Guests were able to dress up in old-fashioned 18th century gowns, enjoy immersive experiences and attend a screening of the movie. 

While it may seem like just a social media trend, watch parties create a communal space that continues to unite and evolve women audiences.

Michelle Johnson, a sophomore majoring in political economy and the director of sisterhood and programming for the social sorority Alpha Phi, organizes weekly events such as watch parties for her sorority sisters to have them bond with one another while enjoying a film.

“The first one I [organized] was ‘La La Land.’ … We had all the girls come out, pack into the lounge and have a great time together,” Johnson said. “It’s nice to have a time where you can unwind with your girlfriends and just  hang out and have a good time.”

On USC’s campus and all over the world, watch parties are now a signature bonding ritual that has shifted casual viewing into community-driven parties. Whether it’s watching a popular movie or weekly episodes of a show, women desire entertainment that is personal and, most importantly, makes them feel part of a larger community.

In a world that often feels disconnected, these watch parties serve as a reminder of the importance of experiencing things as a community. Entertainment, therefore, isn’t just content, it’s a driving force that influences how women create connections.