On this specific Thursday, the most immediate impact was on late-night television. The Tonight Show Starring Jimmy Fallon , Jimmy Kimmel Live! , and The Late Show with Stephen Colbert all went into immediate reruns. The content that usually provided the cultural commentary for the previous day’s news was gone. In its place, YouTube algorithms promoted archival clips, fan edits, and international talk shows.
By May 2023, TikTok had supplanted Twitter and Instagram as the primary discovery engine for entertainment content. The "For You" page on 23 05 04 was flooded with:
Popular media in May 2023 saw a push toward "Authenticity 2.0" and a continued shift toward video-centric strategies: