On September 7, 2022, the television will celebrate its 95th anniversary. As he enters his centenary, he also enters his Third Golden Age of Televisionafter the third golden age of the 1950s which culminated with i love lucy and the second golden age in the late 90s which saw the rise of The Sopranos.

Unlike those first two golden ages marked by the advent of technology (the home television) and a liberal cultural shift that relaxed mores and attitudes (the first portrayal of murder on any size screen ), the birth of the third golden age is marked by the rise of new competitors: streamers, alias netflix, Hulu, Amazon, Primordialand Apple, which capitalized on a social phenomenon (the coronavirus pandemic) and leveraged billions of streams (a new quantitative model) that did the same as the equivalent of what putting cigarette butts in seats is for the industry cinematographic. The prognosis is clear: supply met demand – in all areas – and suddenly the new golden age was born.


According Variety, Subscription VOD revenues in the US hit $25 billion in 2022 after “cooling off after torrid sales growth” in 2020-21, which was obviously fueled by pandemic lockdowns. That 13% decrease is still crazy compared to the streaming numbers when it hit the scene in the early years. It was the time when streaming was a fad that could go the way of the dodo bird. He only became a real actor thanks to the pioneering efforts of Netflix in 2013 and the phenomenal success of Card castle and Orange is the new black. Since then, the floodgates have spilled over, and in 2019 the lobby of Netflix headquarters off Sunset Boulevard in Los Angeles looked more like a cattle call than a Hollywood studio, generating lucrative profits for many who had made the call.

But golden ages aren’t just about profitability. Their births are marked by the impact it has on culture, especially advances in technology and the softening of conservative views. The diversity of culture widens the tap and, with a blend of Hollywood magic, a golden age is theoretically born.

TV’s first golden age culminated with I Love Lucy, rocking the studio system

The first golden age of television began with the clash between the studio system and technology, in particular the advent of the television box. Private home viewing was the death warrant of the studio system, which was already beginning to crumble. The floodgates to write, produce, direct and star in television projects opened up opportunities for the likes of Jackie Gleason, Ed Sullivan, Carl Reiner, Betty White, Woody Allen, Mel Brooks and Neil Simon to become early stars . The genre and sitcoms carried legendary talent/producers like Lucille Ball and Desi Arnaz. With the boom in programming, a stable new revenue market for talent was created and viewers were entertained.

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It took nearly fifty more years for television to take its second step and enter its second golden age with the advent of The Sopranos and the first-ever depiction of a murder on any screen. Relaxed social progress has given television the fuel to break down the most unspoken taboos, and with this breaking down of barriers, the anti-hero is reborn. The Sopranos born tv giants Breaking Bad, Lost, The Wire, The Shield, Ugly Betty, Sex and the City, Friends, Game of Thrones, Survivor, America’s Next Top Modeland american idol, to name a few. From cable and network to live news, sports and PBS, the early years saw an explosion of enjoyable and profitable adult television franchises.

The second Golden Age ended quickly, leaving consumers hungry for more content and shifting their attention to social media, phone apps, Facebook and, most importantly, YouTube, which digitized video content generated by users and streamed it online from all over the world. Earth. Suddenly eyes started to turn to social media as a medium for storytelling, and the quality of television began to decline, became too expensive, and the TV retreated into the background.

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It wasn’t until 2013 that a spark was ignited and Netflix spent its massive DVD mail order profits to advance streaming technology and distribute independently produced content that they have recovered at a cheap price. Suddenly, showrunners like Beau Willimon and Jenji Kohan were able to capitalize on a new distribution model that gave them the flexibility to produce more cutting-edge content.

Many would say that the third golden age of television began in 2013 or that it was only the end of the second golden age of 2000, which never lasted. But the advent of streaming technology has only disrupted the old model and created a substitute for it. He needed a cultural phenomenon to push him forward. The first Golden Age was marked by the end of the First World War and the intensity of the Cold War. The second by the Clinton scandals and the terrorist attacks of September 11. In 2020, streamers had theirs with the Coronavirus pandemic. Suddenly, the population had nothing to do but meet the demand, and it was the responsibility of the streamers to produce the supply.

It’s no surprise that viewership and revenue skyrocketed 300% and streamers managed to make big profits. It is now up to them to capitalize on this founding moment and make it last. An indicator of the duration of this golden age rests on the shoulders of the new game of thrones spin-off series Dragon House. The smart bet would be for HBO to seize the moment and capitalize on a moment that will fund the next ten to twenty years of programming. Oh, how extraordinarily golden the future is.