How TikTok and YouTube are fueling the game show comeback
Game shows never went away, but they are having a major resurgence somewhere few anticipated: social media. Suddenly, YouTubers, Twitch streamers, Instagrammers and Facebook users are all scrambling to create — and participate in — game shows that live in the digital age and are optimize for a very different format.
From broadcast studios to social feeds
The resurgence of game shows in digital form owes much to platforms like TikTok and YouTube, where short-form clips and live content thrive on immediacy and interaction. Creators are increasingly borrowing elements from traditional quiz and challenge formats, repackaging them into fast-paced, shareable videos that encourage audience participation through comments, polls, and live streams. This shift has helped modern online game shows find a new audience, particularly among younger users who value content they can engage with rather than simply watch.
As algorithms continue to prioritise watch time and interaction, these formats are proving especially effective at capturing attention in an increasingly crowded social media landscape. There are a number of theories as to why a couple of game shows ended up becoming surprisingly popular on YouTube and TikTok this year. But one possible factor is that both YouTube and TikTok are highly popular among younger viewers. According to data from the Pew Research Center, 81 percent of American adults use YouTube. Of those, 74 percent of 18 to 29 year olds and 77 percent of 30 to 49 year olds say they use the service every day. TikTok, which is a relatively new platform, has grown fastest among younger viewers, with 54 percent of 18 to 29 year olds reporting that they use it. The formula of a game show—usually a mix of suspense, rules and a clear competition—works well for a short TikTok clip and can be extended into longer live YouTube competitions.
Why algorithms reward the format
Social media algorithms tend to prioritise content that grabs audience attention and generates a reaction. Using elements like the game show – such as timers, elimination and audience voting – are surefire ways to grab the attention of a target audience and, as a result, encourage them to get involved. Research has suggested that quizzes and challenges may garner a greater level of engagement when compared to static content.
This report is part of the BFI’s Industry Research programme, which aims to deliver intelligence and understanding of the UK film, television and video games industries. The report draws on in-depth interviews with independent producers, commissioning editors, distributors and digital content creators, as well as case studies of popular TV and online formats. Key findings include: – BFI industry insights and entertainment format trends show that interactive formats are starting to achieve their commercial potential in the UK screen industry – Broadcasters are increasingly monitoring social media to gauge audience reception before deciding whether to commission a full series.
Audience habits are reshaping production
Data from the Digital Media briefing, part of the Digital News Report 2024, reveals the ways in which young audiences are using social video platforms to find new content rather than through traditional broadcast TV. This is increasingly becoming a focus for content producers when they pitch shows – with a growing number looking to develop formats that can work effectively both on broadcast and online.
A format finding its second moment
The game show revival is not simply nostalgia in a new wrapper. It may reflect a structural shift in how audiences want to participate with content, and how platforms reward that participation. The formats succeeding now are often those built around interaction from the outset, not adapted to it after the fact.
