Group watching television with family and friends is being consigned to a bygone era. Algorithms are forcing entertainment consumers into silos through an endless stream of personally recommended content and the fallout is a relentless battle for audience engagement across a myriad of devices. Subscription video on demand services (SVOD) are eating linear TV, while SVOD is under siege from social video – and after decades of ruling household entertainment, the smartphone is dethroning the TV set. As a result, watercooler moments that define cultures and drive discovery through word of mouth are losing their potency outside of news and sport. Watch parties could provide a rear-guard offensive.