A strange fact of modernity: millions of people turn on videos where someone is simply working, studying or cleaning. No show, no entertainment, no words. And it… calms down.

The “study with me” or “clean with me” format works as a virtual presence. You are not alone. Someone nearby is also doing something - and this suddenly motivates more than loud motivational videos.

There is no ideality here. People drink coffee, get distracted, sigh. And that is why it is attractive. Reality without embellishments has become the new comfort.

Maybe we simply lack the feeling of a shared process. Even if it takes place through a screen.