Letterboxd successfully used virality to gain a huge, loyal Gen Z userbase. The platform’s main purpose is to catalog and rate the movies a user has seen, but it’s become a social media platform in its own right—one that now acts as a community space. Of its 12M users—up from 2M in 2020—half are under 35-years-old, and a quarter are 16-24. Viral reviews (think more than 50K likes) are often meme-able one liners, which even major actors have taken to writing as Letterboxd becomes a calling card for being culturally in-the-know. It’s both causally fun, not just for the die-hard movie buffs, and a space for meaningful, well-written content, lending it to be compared to “the olden days of pre-Musk Twitter.” (GQ)
📊 YPulse data: 67% of 13-39-year-olds watch movies on streaming services weekly or more
