On Christmas Day 2024, as 12.5 million Brits tuned in to watch the Gavin & Stacey finale, something magical happened. For one glorious hour, a nation divided by politics, streaming services, and social media feeds came together for a shared cultural moment. It felt like a throwback to a bygone era when “event television” unified households across the country in laughter, tears, and water cooler chats.
The massive viewership for Gavin & Stacey wasn’t just driven by the show’s enduring popularity. It marked a nostalgic return to the communal television experience that defined the pre-streaming age. As the costs of multiple subscriptions skyrocket and content becomes fragmented across platforms, viewers are increasingly craving the simple pleasure of sitting down with loved ones to enjoy a program at the same time as everyone else.
The Decline of Streaming and Revival of Broadcast TV
The 2024 holiday season saw a resurgence in appointment viewing, with the BBC leading the charge through a stellar Christmas Day lineup. Viewers gathered around the digital hearth to watch long-awaited shows like Outnumbered and Wallace and Gromit: The Finale as they aired live, rather than bingeing them later on iPlayer. Even EastEnders withheld its holiday specials from streaming, enticing fans to tune in the old-fashioned way.
This shift back to linear television is no accident. After a decade of explosive growth, the streaming bubble began to burst in 2022 as the cost of living crisis forced households to cut back on subscriptions. Media giants are now rethinking their digital-first strategies, recognizing the power of event programming to drive ratings, ad revenue, and cultural relevance.
Creating “Must-See” Moments Through Clever Scheduling
Savvy broadcasters are experimenting with release models to manufacture more “must-see” moments. The BBC doled out episodes of hit dramas like Sherwood weekly to avoid spoilers and build anticipation. ITV replicated the watercooler effect by airing its real-life thriller Mr Bates vs the Post Office over consecutive nights, sparking national outrage. And let’s not forget the glorious tension of watching Chris McCausland’s Strictly Come Dancing victory live with 8 million others.
Perhaps I am a massive luddite, but I hope 2025 brings more of this. Whether it’s giving your flatmate running commentary through Doctor Who as if you’re on Gogglebox or guessing the Masked Singer contestants with strangers on Bluesky, television, at its best, is a shared experience.
Frances Ryan, Guardian columnist
Battling the Algorithm and Reinventing Watercooler Chat
As social media and remote work redefine how we discuss and discover culture, television is evolving to remain part of the conversation. Streaming hits may generate plenty of memes and hashtags, but they lack the magical “synchronicity” of everyone sharing the same gasp, giggle, or ugly cry in real-time. When Gavin & Stacey aired, social media lit up with reactions, turning the whole internet into a virtual watercooler.
Linear TV also offers viewers an escape from the tyranny of choice that plagues streaming. Rather than getting lost in a labyrinth of submenus and algorithms, there’s something soothing about letting schedulers curate the “best” programs to watch right now. Combine that with the delicious anticipation of waiting a whole week for the next episode, and suddenly streaming feels like a soulless digital vending machine.
Event TV as a Balm for Troubled Times
Of course, linear television isn’t perfect. Streaming will continue to thrive through niche content and digital-native franchises. Cord-cutting is an unstoppable trend, especially among younger generations. But as the media landscape fragments and society grows more polarized, the need for shared cultural touchstones has never been greater.
Like those fictional families in Barry and Billericay, we’re all searching for connection and common ground. If a silly sitcom can bring the nation together for one magical hour, perhaps there’s still hope for us after all. So let’s raise a glass (not that one, Pam!) and give thanks for the eternal gift of event telly. In an uncertain world, at least we’ll always have Gavin & Stacey.
