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In the golden age of the 20th century, popular media was a landscape of broad strokes. Network television aimed for the lowest common denominator, radio played the same top 40 hits, and movie studios churned out films meant for every possible demographic at once. Exclusivity was an accident of geography—something you found in a boutique cinema in New York or a rare vinyl pressing in London.

For the consumer, this is exhausting. But it is also exhilarating. Never before has so much high-budget, high-risk content been made for niche audiences. The exclusive nature of popular media means that shows that would have been canceled in 1995 (like Arrested Development ) or never greenlit in 2005 (like Russian Doll ) become global sensations.

Exclusivity breeds distinction. And in a world of infinite content, distinction is the only thing that truly sells.

The king is dead. Long live the king of the walled garden. Looking to stay ahead of the curve? Subscribe to our newsletter for daily updates on where to find the next wave of exclusive entertainment content before it goes viral.