Why do reaction videos continue to be so successful?

Scrolling through the feeds of major social networks – especially Instagram and TikTok – it is still quite common to come across so-called “reaction videos,” clips of people watching and commenting on other content, emphasizing their reactions. This genre has been present on the Internet for a long time, probably longer than many imagine: the trend dates back to the early days of YouTube, where around 2007 this type of content became very popular. Since then, the format has spread to almost all platforms, given the ever-increasing centrality of videos. Despite having emerged years ago, reaction videos are still very successful: their appeal to new generations seems to remain almost unchanged, thanks to their versatility. Initially, these contents were mostly confined to the gaming field, where creators would usually react to other people’s performances. Subsequently, the phenomenon expanded to a much wider range of cultural products, combining entertainment and analysis, and including reactions to TV shows, series, movies, albums, individual songs, or even sports matches, among many other things. This evolution has allowed reaction videos to remain relevant, capturing the attention of an increasingly diverse audience. For example, today it is not uncommon to find users utilizing the format to raise awareness about specific social or political issues. The key to this success remains the ability to create a connection between the individual creator and the users, offering an authentic perspective that is often entertaining on content that would otherwise be consumed passively – or, if watched alone, might not engage younger audiences. On the other hand, the participatory dimension offers the possibility of taking part in a sort of “collective consumption” of the content.

The renewed audience success of reaction videos is closely linked to the growth of live streaming. Thanks to platforms like Twitch, creators can interact in real time with their audience while commenting on certain content. This has made the format more dynamic and participatory – viewers can share opinions, ask questions, and hype up reactions. Live streaming has also expanded monetization opportunities, with donations, subscriptions, and sponsorships incentivizing many creators to invest time and resources into reaction videos. In 2022, for example, the Italian streamer IlMasseo – who became famous for his exaggerated reactions to shows like Il Collegio – built his Twitch channel subscription campaign around the reaction format. Streaming makes everything more unpredictable, adding an extra level of entertainment capable of reaching an even broader audience. But despite the success of live versions (from which viral clips are often extracted), pre-recorded reaction videos still have their place, thanks to the ability to fine-tune details with editing that makes the content particularly suitable for social media dissemination.

It is not entirely clear what drives people to consume such content. Their success is amplified by spontaneity, which characterizes many of these clips: audiences appreciate the feeling of witnessing genuinely authentic reactions. Despite the simplicity of the content, individual platforms have recognized the potential of reaction videos. TikTok, for instance, has long introduced the ability to create clips in the “duet” format, allowing users to record themselves reacting to other people’s content. In this case, the interface is split in two: one part is dedicated to the original content, while the other is used for recording comments. Twitch and YouTube also offer similar interfaces for producing videos. These edited clips then spread across Instagram and other social networks. Such a level of accessibility has likely allowed this format to remain relevant over the years and continue to attract new audience segments, becoming a fundamental part of contemporary digital culture.