FILM/TV

How online film and TV critics build audiences

At the recent SXSW conference, the Rotten Tomatoes Lab: Critics Edition panel titled "How Film/TV Critics are Building Online Audiences" brought together a diverse group of critics who have successfully harnessed new media platforms to engage audiences and establish their unique brands.

Moderated by Jacqueline Coley, Awards Editor at Rotten Tomatoes, the panel featured insights from Kristy Puchko, Film Editor at Mashable; Amanda the Jedi, a YouTuber known for her comedic reviews; and Sharronda Williams, founder and producer of Pay or Wait.

Navigating the Digital Landscape

The panelists discussed the evolving landscape of film and television criticism, emphasizing the importance of adapting to digital platforms to reach wider audiences. Kristy Puchko highlighted the necessity of engaging with readers through various channels, including podcasts and social media, to foster a loyal following. Sharronda Williams underscored the value of authenticity in content creation, emphasizing that a strong, consistent voice helps critics stand out.

Engaging with Audiences

Amanda the Jedi provided insights into cultivating a dedicated audience on YouTube by blending humor with in-depth analysis. She emphasized the significance of interacting with viewers through comments and live streams, creating a community around shared interests. The panel collectively noted that while positive engagement can bolster a critic's presence, handling negative feedback with professionalism is equally crucial to maintaining credibility.

Persistence in a Competitive Field

A recurring theme was the need for persistence in the competitive field of online criticism. The panelists acknowledged that building a substantial audience requires time and dedication. They advised aspiring critics to remain resilient, continually refine their craft, and adapt to the ever-changing digital environment.

The Reach of Online Critics

The impact of online critics is evident in platforms like Letterboxd, which has experienced significant growth, reaching 17 million members by the end of 2024. This surge reflects a broader trend of audiences seeking diverse voices and personalized content in film and television criticism. However, this growth also means a highly competitive market, where creators must work hard—especially in the early stages of their ventures—when they are still trying to establish their name and carve out their niche. Once again, persistence is crucial to success.

TMN's Commitment to Emerging Critics

The insights from this panel resonate with TMN's mission to empower young creators in the realms of film, music, and pop culture. By providing a platform for emerging critics to publish articles and produce videos alongside mentors, TMN fosters the development of new voices in media. This commitment not only aids in the professional growth of young critics but also enriches the cultural landscape with fresh perspectives.

Interestingly, TMN deliberately keeps much of its content off social media, using those platforms mainly as entry points to its own space. The key difference? A curated, safe environment where young creators produce content for their peers—and all audiences—within a mentorship-driven, educational framework. Covering film, music, literature, arts, fashion, and pop culture, TMN prioritizes depth over virality. While social media is a valuable tool, TMN focuses on fostering a loyal, engaged, and thoughtful audience, proving that a well-crafted article can have lasting impact beyond fleeting trends.

Exclusive Interview with Amanda the Jedi

Following the panel, we had the opportunity to interview Amanda the Jedi, delving deeper into her strategies for audience engagement and content creation. We invite our readers to watch excerpts from this insightful conversation below, with the full interview to be released soon. Subscribers will have exclusive access to the complete discussion, and we encourage those interested to subscribe to TMN for this and future exclusive content.

Final Thoughts

The panel shed light on the dynamic nature of online film and TV criticism, highlighting the importance of adaptability, audience engagement, and perseverance. TMN remains dedicated to supporting young creators, offering them the tools and platform necessary to thrive in this evolving industry.

Exclusive interview with interview Amanda the Jedi at SXSW 2025.

CRITICISM