Reaction videos are one of YouTube’s most popular genres, turning passive media consumption into an interactive, performative experience (McDaniel, 2021). The channel Nick and Cory exemplifies this concept, aligning with McDaniel’s (2021) analysis of Music Reaction Videos by using comedic and emotional responses to foster audience engagement and create shared “affective experiences” (McDaniel, 2021, Introduction).

Image source 1: Nick and Cory’s YouTube profile (Link: https://www.youtube.com/@NickandCory/featured)

Like music reactors who highlight musical emotions, Nick and Cory leverage humour and relatability to build a loyal fanbase (McDaniel, 2021). Their engaging commentary and performative reactions transform film consumption into an experience centred on their emotional labour, which becomes the core commodity of their channel.

To grow on YouTube, creators must produce ‘reactionable’ content that provokes engagement through “conflict, controversy, or clickbait” (McDaniel, 2021, Profitable Reactivity). Nick and Cory employ this strategy with overdramatisised titles like: Taking A Shot Every Time RIVERDALE is Basically P*RN, designed to elicit emotional responses. “Reactivity [which] refers to an affective response to media [like movies] that generates further engagement”  – such as clicking thumbnails, commenting, and sharing videos – is what boosts visibility in YouTube’s algorithm (Dijck, van Poell, and Waal, 2018; McDaniel, 2021, Introduction).

Image source 2: Nick and Cory’s Youtube Video Thumbnail and Title (Link: https://www.youtube.com/watch?v=8m89H7whIs4)

Image source 3: Nick and Cory’s Youtube Video Thumbnail and Title (Link: https://www.youtube.com/watch?v=65Cmawrvj80)

By focusing on visceral reactions rather than film expertise, Nick and Cory amplify emotions through edited highlight reels featuring the funniest or cringiest moments. This approach not only entertains but also fosters relatability, making film watching an interactive and participatory experience aimed at creating shareable moments.

They also enhance audience engagement by using polls to let viewers suggest what they should watch next. This interactivity fosters community and ensures relevance by focusing on trending releases like Barbie. Staying up-to-date sustains interest while attracting new viewers.

Image source 4: Nick and Cory’s movie reaction voting Poll (Link: https://www.youtube.com/@NickandCory/community)

However, Nick and Cory, like many creators, must navigate copyright challenges to avoid demonetisation or takedowns. They use strategies like fast-paced edits, frequent cuts, and focusing on commentary rather than long film clips to comply with platform rules (McDaniel, 2021).

In conclusion, Nick and Cory illustrate how reactivity functions as both a creative practice and a community-building tool. By generating engagement through “affective responses”, staying relevant with trends, and overcoming copyright constraints, they transform private film consumption into an interactive, shared performance, showcasing the evolving nature of reaction videos in modern media culture (McDaniel, 2021, Introduction).

Bibliography: 

Dijck, J. van, Poell, T. and Waal, M. de (2018) The platform society : public values in a connective world. New York, NY: Oxford University Press.

McDaniel, B. (2020), ‘Popular music reaction videos: Reactivity, creator labor, and the performance of listening online’, New Media and Society, 23:6, 1624-1641.

Pauline Fontein 

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