The golden age of Instagram sitcoms has arrived

Business Insider · Sydney Bradley · 2026-11-06 12:30 UTC

Sitcoms are taking over social media. Meet the next generation of showrunners going viral on Instagram and TikTok.

The best new television I'm watching isn't on HBO or Netflix. It's on Instagram.

Flipping through channels — ahem, I mean, scrolling through my Instagram feed — I've found myself tuning into episodes of a new generation of sitcoms. There's "Brooklyn Coffee Shop," where two deadpan baristas face stereotypical New York City customers. Then there's "The Ick," where real-life submissions of dating mishaps are acted out in roughly a minute or less.

There may not be a laugh track, but the new comedy shows taking over social media feeds are reinventing the banter of the television sitcom to fit into short-form, vertical video slots.

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