Out of nowhere, there was suddenly this show called Mare of Easttown and everyone was talking about it and if you weren't talking about it you probably should've been talking about it. And as that chain continued, more and more people hopped onto the bandwagon and spread the word. In that sense, Mare was a word-of-mouth show—we weren't waiting for it for months and months to air like we were with shows like Succession and Insecure. A couple of other massive word-of-mouth shows of this year included Squid Game, The White Lotus, Only Murders in the Building, and Hacks, which all had similar rises to critical and commercial success.
Winning over Twitter is a large part of the recipe as the discussion is the driving force behind the success of any television show. If there weren't viewers talking about the perfect insanity of Tanya on The White Lotus and other people creating niche memes about Gerri and Roman's odd-yet-mesmerizing relationship with Succession, would the shows have seen the same success?
In a weird sort of way, Twitter creates a bit of a loud and boisterous book club around whichever show is the most popular at that particular moment in time. Though it's extremely difficult to tell where the book club began or who chose the book (show), everyone eventually wants to be in on the deal. It sort of makes you wonder if FOMO is driving any viewership to these TV shows.
I'll be honest with you, I was about three episodes late into The White Lotus and as those first three episodes aired and Twitter exploded, I definitely felt a little like someone on the outs of an inside joke. And as I started watching, it all began to make sense as to why this show was taking off in the way that it was. This totally sounds like I'm describing a cult, but needless to say, it's a definite possibility that FOMO plays a minor role in viewership. Who doesn't want to be on Twitter cheerfully screaming in all-caps about Mare's obsession with Wawa hoagies and Rolling Rock?