I wonder if the shift has more to do with movie theater attendance absolutely tanking for COVID-19. Even in 2023 ticket sales have been significantly less than the relatively constant rate for the few decades prior. The advertised/direct fill in was of course streaming services but these lean away from the typical blockbuster film content or even full length films at all. I'm not ruling out new social media content trends as a factor in the trend change completely, or as an alternative fill in, but short form social media content doesn't really explain why the "why" for a recent shift. After all, it's not like TikTok invented quick social media content it's just a popular modern choice.