The modern internet is nearly three decades old, and it’s starting to show its age. Think back to the ’90s: some of what we built back then, though groundbreaking, now feels outdated. The Verge recently created a special issue on what we were doing online in 2004, highlighting how Web 2.0 was born. Take a step back and think about how we interact, transact, and spend our time online. Are we clinging to old structures that no longer serve us? Is it time to remodel our digital lives and rethink how we’re building our online experiences to better reflect the way we live today?
In this emerging AI era, the very ideas of community and human connection are poised for redefinition. Brands and platforms will weaponize the terms in a bid to capture the attention of their ideal audiences.
But where are communities really headed? How should this evolution shape how creators and media companies build products and marketers engage with their audiences? These are the questions that will define the next phase of the internet.
The Verge partnered with Vox Media’s Insights and Research team, along with Two Cents Insights, to better understand how American consumers are embracing this shift. The goal of the work was to redefine what online communities will be in a post-social media era of emerging AI and Google Zero. And as brands look to hold onto the internet of the past, the term “community” will become a loaded word, with brands and platforms trying to use it more often to reach their ideal consumer.
Our research makes one thing clear: power is shifting back to the consumer (the fediverse signals this). Consumers crave community, but on their own terms — seeking deeper, more meaningful connections with those who truly matter (something we identified in 2014). Authenticity is at the heart of it all, supported by a foundation of safety and security. The future of community is personal, intentional, and built on trust.
The research covers the following chapters:
- Platform Shifts
- Defining Connection
- Content Matters (Especially in Communities)
- Brands Matter.AI May Complicate
Here are some key takeaways from the survey:
- Big platforms are losing trust, and disruption is here. Legacy technology (e.g., Google) and social platforms are rapidly losing ground as trust and authenticity fade, with more people flocking to AI chatbots, niche communities, and platforms like TikTok. This signals a massive shift and opens the door for disruptive entrants that will offer more authentic, trusted experiences. Forty-two percent of consumers find that search engines like Google are becoming less useful.
- Digital spaces are coming up short compared to relationships. While social media connects people, most believe it has fueled societal divisions by creating echo chambers. The appetite for genuine, meaningful connections is growing — and platforms that can facilitate this “connection shift” will redefine the next phase of the digital community. Sixty percent of respondents view the state of social media negatively, expressing it feels like a place of never-ending product placements and makes them feel like a number in a giant algorithmic machine.
- Content drives community, even for digital experiences. At the heart of digital communities is content, which includes posting or just watching from the sidelines. Even those who simply consume content (the lurkers) still feel connected and part of the group. Engagement isn’t always about being loud. Sometimes, just being present is enough to create meaningful connections. Ninety percent do nothing; 9 percent post once in a while; and 1 percent do 80 percent of the content creation.
- AI is powerful but not always welcome. AI is transforming digital spaces, but the rise of automation has left many uncomfortable. People don’t want their interactions to feel automated or manipulative. They want human-driven engagement. Platforms that strike the right balance will be the winners. Nearly half of consumers say they’d rather be a part of a community that doesn’t allow AI-generated content.
- Smaller, purpose-driven communities are the future. The desire for smaller, more intimate communities is undeniable. People are abandoning massive platforms in favor of tight-knit groups where trust and shared values flourish and content is at the core. The future of community building is in going back to the basics. Brands and platforms that can foster these personal, human-scale interactions are going to be the winners.
How can you join the conversation?
Here at Vox Media and The Verge, we’re obsessed with quality storytelling and journalism. As we define how internet platforms will evolve around digital communities, our editorial brands will help guide our audience here in the US through this next wave of innovation, discerning how these changes will have a real impact on humanity.
Methodology
This study was commissioned by Verge editorial leadership, with surveys from Two Cents Insights. The Vox Media Insights and Research team surveyed over 2,000 US adults representing the US population in December 2024. Two Cents Insights is a boutique research agency that partners with brands and digital platforms to transform research into actionable insights. Its expertise lies at the intersection of consumer needs and business goals, fueling differentiated go-to-market strategies and customer-centric product development.
Special thanks to these individuals, who helped bring this survey to life:
- Edwin Wong – SVP, Client Success, Insights & Research, Vox Media
- Julia Goorin – Senior Director, Marketing and Sales Research, Vox Media
- Kristen Radtke – Creative Director, The Verge
- Cath Virginia – Senior Designer, The Verge
- Kara Verlaney – Managing Editor, The Verge
- Jacob Kastrenakes – Executive Editor, The Verge
- Will Joel – Senior Creative Director, The Verge
- Helen Havlak – Publisher, The Verge
- Nilay Patel – Editor-in-Chief, The Verge
- Andrew Melnizek – VP and GM, The Verge and Polygon; Interim GM, Vox
- Megan Henderson – Two Cents Insights
- Stephanie Kumar – Two Cents Insights
- Elizabeth Hickson – Copy Editor, The Verge
