Entertainment has shifted from passive viewing to a two-way conversation....

https://wiki-net.win/index.php/The_Gamification_of_Everything:_Why_Non-Gaming_Platforms_are_Obsessed_with_Badges_and_Milestones

Entertainment has shifted from passive viewing to a two-way conversation. Platforms now prioritise interaction by integrating live chat to build community and smart recommendations to keep content feeling relevant