Have you participated in a “watch party” lately? The term first gained traction during the pandemic, when friends tuned in together over Zoom or Teams. Now, the trend has moved offline, bringing people together for season finales, awards shows and big game nights. On TikTok, #watchparty has reached nearly 50,000 posts, showing that shared viewing has become a social event worth celebrating once again. As the watch party momentum grows, it’s expanding beyond entertainment. These gatherings are influencing how consumers host, shop, and share experiences, creating new opportunities for brands and communities alike.
Causing cultural shifts – from hosting to shopping
For those looking for connection and community, discovery around Watch Party and at-Home Watch Party has been growing in popularity. Even “How to do a Watch Party” has found momentum, with individuals posting videos offering entertaining advice, from recipes to décor ideas. Throughout the summer, fans convened over themed food and drink, elaborate decor, and shared giggles galore to watch new episodes of their favorite new series. The long-running dance competition series Dancing With the Stars inspires similar gatherings around the world.
A watch party can technically work for any kind of viewing event. Very often, it relates to live broadcasts and especially sports fans gather in front of a big screen. Recently, content beyond sports has been drawing primarily female audiences. These viewers are embracing the same kind of social, community-driven gatherings. This creates a strong marketing opportunity for brands whose audiences align closely with these viewers. From Swoon beverages to fragrance brand Candier, these events create connection and community. Both consumers and marketers feel eager to join in.
Another offshoot of the watch party boom comes from the growing obsession with TV and runway fashion. Viewers are just watching — and increasingly they are recreating the looks they see on screen. Websites like Worn on TV and ShopYourTV make it easy, linking directly to outfits worn by characters and celebrities.
Fashion critic and influencer Elias Medini (known online as Lyas) took the idea global during the last fashion week season. In June, he went viral after transforming a cozy Paris bar into a Dior fashion show watch party that drew nearly 300 guests. The concept spread quickly. The first events launched in London, backed by sponsors such as the British Fashion Council, Meta, Whoopsee, MAC Cosmetics, and Vestiaire Collective. Milan followed. In Paris, Medini hosted an eight-day festival at La Caserne, a former fire station turned fashion hub accommodates 1,000 guests. The event featured three daily runway streams, games, drinks, installations, and exclusive merch. The only price of entry? A bold red lip — Medini’s signature style.
Evolving for worthy causes
While watch parties to date have primarily happened around shows, movies, and sports viewings, they are now entering the scientific, academic, and even advocacy and social conferences sphere. For example, The Rubin Observatory organized “First Look Watch Parties” for their 2025 events, inviting partner institutions, universities, and museums around the world to stream the unveiling of astronomical images. This interpretation was focused on educational and scientific exchange.
Similarly, the Inclusive Africa Conference held “watch parties” in 2025 to connect participants across countries. These events allowed people to join virtual discussions on digital accessibility for people with disabilities. This use emphasizes building community and providing visibility for important causes. A video captures the powerful feedback from the Inclusive Africa Conference 2025 watch parties held across the continent, showcasing participants and partners in Botswana, Cameroon, DRC, Ghana, Nigeria, and more. In 2025, NATO also promoted the idea of organizing a cause-driven watch party.
As the holiday season approaches, Symriser gather in their spare time for collective experiences in watch parties, whether cheering on a team or sharing important information. With food and snacks bringing all together, Symrise offers advice on crowd-pleasing favorites and hosting ideas to fuel any event!
