Online entertainment is moving from passive viewing to a two-way conversation....

https://touch-wiki.win/index.php/Why_Do_Apps_Push_So_Many_Live_Notifications%3F_The_Anatomy_of_the_Attention_Economy

Online entertainment is moving from passive viewing to a two-way conversation. Platforms use live chat to foster community and smart recommendations to keep content relevant. These features make digital spaces feel personal and responsive