Entertainment: ‘How did this ever get made?’ Gen Z is falling in love (and hate) with Glee

Why it is the topic trending:

• Unexpected Resurgence of a 2010s Show: "Glee," which concluded in 2015, is experiencing a significant revival in popularity among Gen Z, a generation that largely didn't watch it during its original run.

• Viral Content on Social Media: Clips of the show's most outrageous moments are going viral on TikTok, driving renewed interest in the series.

• Trending on Reddit and YouTube: "Glee"-related discussions and recap videos are gaining traction on platforms like Reddit and YouTube, indicating a growing online community around the show.

• Chart Success of Old Songs: The show's covers of songs like "Rose's Turn" and the dance to "Say a Little Prayer" are unexpectedly appearing in music charts and inspiring social media trends, highlighting the show's cultural impact on a new audience.

• Discussion of Problematic Content: Along with the renewed appreciation, the show's problematic storylines and character behaviors are also being discussed and debated by Gen Z, contributing to its trending status.

Overview:

A decade after its finale, the musical comedy-drama "Glee" is experiencing an unexpected surge in popularity among Gen Z, who are discovering the show on streaming platforms like Disney+ and Hulu. This resurgence is fueled by viral clips on TikTok, active discussions on Reddit, and popular recap videos on YouTube. While some of the show's content has aged poorly and is being viewed with a critical lens, its nostalgic appeal for the 2010s era, its "so bad it's good" quality, and its earlier progressive themes are contributing to this renewed interest. Even the show's music is seeing a revival, with some covers hitting the charts and inspiring social media trends.

Detailed findings:

• Original Cultural Phenomenon: "Glee," which premiered in 2009, was a cultural earthquake, with millions tuning in weekly. Its cover of Journey's "Don't Stop Believin'" became an anthem, and the show spawned a dedicated fanbase known as "Gleeks."

• Fading Popularity by Finale: By its conclusion in 2015, "Glee" had lost much of its original magic due to increasingly absurd storylines and poor song choices.

• Gen Z-Driven Revival: The show is now going viral, primarily due to Gen Z discovering it on streaming platforms and buying it online.

• TikTok's Role: Outrageous and nostalgic clips from "Glee" are repeatedly resurfacing on TikTok, introducing the show to a new audience.

• Reddit and YouTube Activity: New Reddit threads about "Glee" are constantly appearing, and YouTube recap videos like "Mike's Mic Glee recaps" have garnered millions of views.

• Music Chart Success: In the past year, "Glee"'s version of "Rose's Turn" reached No. 3 in the US Top 50 chart, and the "Glee dance" to "Say a Little Prayer" inspired a widespread TikTok dance trend.

• Original Cast Engagement: Some original cast members, like Jenna Ushkowitz and Kevin McHale, have capitalized on the renewed popularity with a podcast recapping the show.

• Problematic Content: Much of the current discussion revolves around the show's content that hasn't aged well, including a musical episode inspired by the Sandy Hook shooting and problematic portrayals of LGBTQ+ relationships and teacher-student dynamics (especially Mr. Schue's behavior).

• "So Bad It's Good" Appeal: Despite (or perhaps because of) its cringe-worthy moments, many new and old fans find the series entertaining for its nostalgia for the 2010s and its "WTF" moments that generate online discussion.

• Groundbreaking Representation: When it first aired in 2009, "Glee" was considered boundary-pushing, particularly in its central focus on queer stories at a time when support for gay marriage was lower in the US. It's credited with normalizing homosexuality for many viewers.

• Comedy at its Core: Writers on the show aimed to approach serious topics with humor, allowing for diverse perspectives on issues like homophobia, religion, and mental health.

• Impact on Viewers: Many individuals have shared that watching "Glee" was helpful for their own life experiences, particularly in relation to exploring and understanding their identities, especially queer identity.

• Appreciation for Popular Culture: The show, while silly and campy, was also rooted in an appreciation for popular culture, especially music.

• Music as Storytelling Device: The songs in "Glee" were intrinsically linked to the emotional journeys of the characters, serving as another way to tell their stories.

• Tragedy Surrounding the Show: The deaths of three prominent cast members (Cory Monteith, Mark Salling, and Naya Rivera) are now inextricably linked to the show's legacy, and their memories are often shared in online compilations and memorial episodes of the cast podcast.

• Controversies On Set: Allegations of problematic behavior by some cast members, particularly Lea Michele, continue to resurface and fuel online discussions.

• Enduring Themes of Adolescence: Despite some dated politics, the struggles and experiences of adolescence portrayed in "Glee" continue to resonate with high school-aged viewers.

• Confidence in Enduring Appeal: Despite its flaws, there's a belief that nothing quite like "Glee" has been made since, especially in terms of representation, which continues to draw in young viewers.

Key Takeaway:

"Glee" is experiencing an unexpected revival among Gen Z due to a combination of 2010s nostalgia, its "so bad it's good" entertainment value, and its groundbreaking representation of diverse characters and themes (though viewed through a more critical lens today). The show's music continues to resonate, leading to viral trends and chart success, even a decade after its conclusion.

Main Trend: Gen Z's Retro Binge: The 2010s Throwback

Description of the trend (please name it): The "Decade Rewind: Gen Z and the 2010s" trend describes Gen Z's growing fascination and engagement with pop culture from the 2010s. Having grown up in this era, they are now experiencing it with a sense of nostalgia, revisiting TV shows like "Glee," music, fashion, and aesthetics from that time, often with a mix of appreciation and critical re-evaluation.

What is consumer motivation (for Gen Z to engage with "Glee"): Gen Z's motivations for engaging with "Glee" include:

• Nostalgia for Their Childhood/Teenage Years: The 2010s represent a formative period for many in Gen Z, and revisiting "Glee" can evoke feelings of nostalgia for that time.

• "So Bad It's Good" Entertainment: The show's often over-the-top storylines, questionable moments, and sometimes awkward performances provide a source of ironic enjoyment and meme-worthy content.

• Discovery of Earlier Progressive Themes: For some, discovering the show's earlier focus on LGBTQ+ representation and other social issues offers a glimpse into the media landscape of the time.

• Musical Content and Viral Trends: The catchy music and iconic dance numbers lend themselves well to social media trends on platforms like TikTok.

• Online Community and Discussion: The show provides ample material for online discussions, analysis, and "hate-watching," fostering a sense of community among viewers.

What is driving trend: The key drivers of this trend are:

• Time Cycle of Nostalgia: Typically, after about 10-15 years, a generation begins to feel nostalgic for their earlier years.

• Availability on Streaming Platforms: The accessibility of "Glee" on popular streaming services makes it easy for Gen Z to discover and binge-watch the show.

• Algorithm-Driven Content Discovery: Platforms like TikTok and YouTube algorithmically surface clips and content from "Glee" to users who might find it interesting based on broader trends.

• Desire for Escapism and Comfort: Retro content can offer a sense of comfort and escapism, especially in turbulent times.

• Critical Re-evaluation of Past Culture: Gen Z often engages with past media with a more critical lens, examining it through contemporary social and political perspectives, which can be part of the appeal of a show like "Glee."

What is motivation beyond the trend (for people to watch TV shows): Beyond this specific trend, people watch TV shows for:

• Entertainment and Escapism: To relax, unwind, and get lost in a story.

• Emotional Connection: To connect with characters and their experiences.

• Social Interaction: To have something to talk about with friends and participate in shared cultural experiences.

• Learning and Exploration: To gain insights into different perspectives, cultures, and issues.

Description of consumers article is referring to (what is their age? What is their gender? What is their income? What is their lifestyle):

The article primarily refers to Gen Z, generally defined as those born from the mid-1990s to the early 2010s.1 As of 2025, this would roughly correspond to individuals in their late teens and twenties. The article doesn't specify gender. Their income levels would vary, but they are clearly active users of streaming platforms and social media like TikTok and Reddit, indicating a digitally connected lifestyle. Their engagement with "Glee" suggests an interest in exploring past pop culture, even if with a critical and often ironic perspective.

Conclusions:

"Glee"'s resurgence among Gen Z is a fascinating case study in how older media can find new life with younger audiences through streaming and social media. The show's blend of nostalgia, cringe-worthy moments, past progressive themes, and musical content has created a unique viewing experience for this generation, leading to both genuine appreciation and "hate-watching" enjoyment.

Implications for brands (streaming platforms, content creators, music industry):

• Streaming Platforms: Should recognize the potential for older content to find new audiences and ensure these titles are available and easily discoverable.

• Content Creators (for reboots/revivals): Should be aware that younger audiences may engage with older IP with a more critical and ironic perspective. Reboots might need to acknowledge or address aspects that haven't aged well.

• Music Industry: Older songs featured in revived shows can experience unexpected surges in popularity and chart success, highlighting the power of sync placements.

Implication for society:

• Intergenerational Engagement with Media: This trend highlights how different generations can find common ground (even if through different lenses) by engaging with the same media.

• Re-evaluation of Past Cultural Products: Gen Z's engagement with "Glee" is part of a broader trend of younger generations critically re-evaluating media from the 2010s and earlier.

Implications for consumers (Gen Z):

• Discovery of 2010s Nostalgia: Gen Z is experiencing and shaping their own version of nostalgia for the decade they grew up in.

• Development of Critical Media Literacy: Engaging with shows like "Glee" from a past era can encourage critical thinking about representation, social norms, and how media has evolved.

• Formation of Online Communities: Shared interest in "Glee," whether through love or hate-watching, is fostering online communities and discussions.

Implication for Future:

• Continued Trend of Retro Revivals: Expect more shows and media from the 2010s and possibly earlier eras to experience revivals among Gen Z and potentially future generations.

• Evolution of "Hate-Watching" as a Form of Engagement: "Glee"'s popularity suggests that "hate-watching" can be a significant driver of engagement and online discussion around a show.

Consumer Trend (name, detailed description):

• Trend Name: "Ironic Nostalgia Binge"

• Detailed Description: This trend describes Gen Z's engagement with older media, like "Glee," with a sense of irony and nostalgia. They appreciate the content for its entertainment value, often acknowledging its flaws and dated aspects, contributing to a "so bad it's good" phenomenon and generating online discussions.

Consumer Sub Trend (name, detailed description - within "Ironic Nostalgia Binge"):

• Sub Trend Name: "TikTok-Fueled Retro Revival"

• Detailed Description: TikTok serves as a significant catalyst for the revival of older TV shows and music, as short, attention-grabbing clips can quickly go viral and introduce content to new audiences who then seek out the full series.

Big Social Trend (name, detailed description):

• Big Social Trend Name: "Revisiting the Digital Past"

• Detailed Description: As the internet and digital media continue to age, there's a growing social trend of looking back at the earlier days of online culture, including the media and trends that were popular in the 2010s and before, often with a sense of nostalgia or historical interest.

Worldwide Social Trend (name, detailed description):

• Worldwide Social Trend Name: "Global Re-engagement with Media from the Recent Past"

• Detailed Description: The tendency for younger generations to revisit and engage with media from roughly a decade prior seems to be a global phenomenon, as access to streaming platforms transcends geographical boundaries and allows for the rediscovery of content from various parts of the world.

Social Drive (name, detailed description):

• Social Drive Name: "Finding Connection Through Shared Media Experiences (Regardless of Sentiment)"

• Detailed Description: Whether through genuine appreciation or "hate-watching," the shared experience of engaging with a TV show like "Glee" creates a sense of connection and provides a common topic for discussion and online interaction among viewers.

Learnings for brands (streaming platforms, content creators, music industry) to use in 2025 (bullets, detailed description):

• Don't Underestimate the Value of Back Catalog: Streaming platforms should ensure their libraries of older content are well-organized and discoverable, as these can attract new subscribers and generate significant viewership.

• Be Aware of How New Audiences Engage with Old Content: Understand that younger audiences might interact with older shows in unexpected ways, including through "hate-watching" or critical re-evaluation, and this engagement can still be valuable.

• Monitor Social Media for Revival Trends: Keep an eye on platforms like TikTok to identify older content that is starting to gain traction, as this can indicate potential opportunities for promotion or revivals.

• Consider the Potential for Music Revivals: Recognize that TV shows experiencing a resurgence can lead to renewed interest in their soundtracks and the artists featured.

Strategy Recommendations for brands (streaming platforms, content creators, music industry) to follow in 2025 (bullets, detail description):

• Create "Retro" Sections or Playlists: Streaming platforms could create curated sections highlighting popular shows and music from past decades to cater to the nostalgia trend.

• Engage with Online Communities: Content creators and platforms should actively engage with online communities that are discussing older shows, fostering interaction and gaining insights into their perspectives.

• Consider Limited Revivals or "Where Are They Now?" Content: For shows with renewed popularity, consider creating limited revival series or specials that catch up with the characters or the actors, tapping into audience curiosity.

• Optimize Older Music for Modern Platforms: Music labels and streaming services should ensure that songs from revived shows are easily accessible on all modern platforms and potentially promote them to capitalize on the renewed interest.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):

Gen Z's unexpected embrace of "Glee," a show from the 2010s, demonstrates a powerful trend of ironic nostalgia and critical re-engagement with media from the recent past, fueled by streaming accessibility and social media virality.

What brands & companies (streaming platforms, content creators, music industry) should do in 2025 to benefit from trend and how to do it:

Streaming platforms, content creators, and the music industry should strategically capitalize on the "Decade Rewind: Gen Z and the 2010s" trend and the specific resurgence of interest in "Glee" in 2025 by:

• Highlighting and Curating 2010s Content: Streaming platforms like Disney+ and Hulu should prominently feature collections of popular shows and movies from the 2010s, making them easily discoverable for Gen Z audiences who are actively seeking out this nostalgic content. This could include themed carousels or dedicated sections.

• Creating Engaging Social Media Content Around Retro Shows: Platforms and creators should actively participate in online conversations around shows like "Glee," especially on platforms like TikTok and Reddit where Gen Z is driving the resurgence. This could involve sharing clips, behind-the-scenes content, or even creating new content that playfully engages with the show's iconic moments and memes.

• Leveraging the Musical Element for Cross-Promotion: The music from "Glee" is clearly a significant draw. Music streaming services should create playlists featuring the show's covers and original songs, and potentially collaborate with video platforms to integrate these musical moments into the ongoing "Glee" trend on social media, further amplifying its reach and appeal.

Final Note:

• Core Trend:

  • Name: Gen Z's 2010s Media Revival

  • Detailed Description: Gen Z is showing a significant and often ironic interest in revisiting and engaging with television shows, music, and other pop culture from the 2010s, leading to unexpected resurgences in popularity for content from that era.

• Core Strategy:

  • Name: Embrace and Curate Retro Content for New Audiences

  • Detailed Description: Streaming platforms, content owners, and the music industry should proactively embrace and curate their libraries of content from the 2010s and potentially earlier, making it easily accessible and engaging for younger audiences who are driving these retro revivals.

• Core Industry Trend:

  • Name: The Power of Streaming and Social Media in Resurrecting Older Media

  • Detailed Description: Streaming platforms and social media, particularly TikTok, are proving to be powerful forces in resurrecting older television shows and music, connecting them with new generations and creating unexpected waves of renewed popularity.

• Core Consumer Motivation:

  • Name: Nostalgic and Ironic Exploration of the Recent Past

  • Detailed Description: Gen Z's motivation for engaging with shows like "Glee" is a mix of genuine nostalgia for their childhood/early teenage years and an ironic appreciation for the often over-the-top and culturally distinct content of the 2010s.

Core Trend Detailed (name, detailed summary of the Core Trend):

• Name: Gen Z's 2010s Media Revival

• Detailed Summary of the Core Trend: The core trend of Gen Z's 2010s Media Revival signifies a burgeoning interest and engagement among members of Generation Z with pop culture artifacts, particularly television shows and music, from the decade of the 2010s. This phenomenon is characterized by a blend of genuine nostalgia for the media landscape of their formative years and an often ironic or critical appreciation for the content's aesthetic, themes, and cultural context when viewed through a contemporary lens. Fueled by the accessibility of older shows and music on streaming platforms and amplified by the viral nature of social media platforms like TikTok, Gen Z is rediscovering and reinterpreting media from this recent past, leading to unexpected surges in popularity for content that may have faded from mainstream consciousness. This trend highlights the cyclical nature of pop culture and the powerful role that digital platforms play in connecting new generations with media from prior eras, even if their engagement is sometimes rooted in a sense of humorous detachment or critical analysis.

Source: https://www.theguardian.com/tv-and-radio/2025/apr/03/how-did-this-ever-get-made-gen-z-is-falling-in-love-and-hate-with-glee