Netflix has mastered the global hit. Squid Game (South Korea) became the most-watched series in the platform’s history, proving that language is no barrier to popularity. Stranger Things is a nostalgia powerhouse, while Wednesday (directed by Tim Burton) broke viewing records.

The most forward-thinking studios are blurring lines. The Witcher on Netflix is a show, but CD Projekt Red’s video games (produced independently) drive the IP's popularity. Studios are now investing in interactive films (Black Mirror: Bandersnatch) and podcasts that extend the universe.

Apple takes a "quality over quantity" approach. While they have far fewer productions than Netflix, their hit rate is astonishing. CODA won the Oscar for Best Picture—a major coup for a streamer. Ted Lasso became a beacon of optimism during the pandemic, and Severance is widely considered a masterpiece of sci-fi thriller writing. Apple is positioning itself as the home of "prestige studio" productions.

: Credited with legendary films like Titanic and the Mission: Impossible franchise.

“Better,” Marcus said. The hologram shifted. “A Kaelen set in a post-apocalyptic high school , co-produced with TikTok Studios and Supreme Clothing . The soundtrack will feature AI-generated duets between Kaelen and a hologram of a deceased 90s pop star. We’re calling it Kaelen: First Crush, Last Stand .”

From the superhero sagas of the DC Universe to the wizardry of Hogwarts and the dystopian arenas of Panem, here is a look at the major players and the productions shaping the future of pop culture.

Stranger Things, Squid Game, The Crown, Glass Onion, Wednesday