Parasocial Relationships in 2030

: Parasocial relationships have exploded from 1950s tv hosts to today’s influencers, K-pop stars and even AI avatars, often outnumbering people’s real-life connections 

: Fans deepen these one-sided bonds through rituals, merch and shared community experiences, turning intimacy into something that is programmable and monetisable 

: Brands can tap into parasocial relationships by building long-term community engagement rather than chasing viral moments or transactional marketing

In the words of Chris Rojek, the author of Presumed Intimacy: Parasocial Interaction in Media, Society and Celebrity Culture, a parasocial relationship is one that is ‘steeped in fantasy and formed with someone on screen’. The concept was developed in the 1950s by two American social psychologists, Donald Horton and Richard Wohl, who were intrigued by the rise of television. 

‘What struck them was the novel phenomenon of viewers forming emotional attachments to people on television,’ Rojek tells LS:N Global. Viewers began to identify with, and fantasise about, the newsreader, the weather presenter or the continuity announcer.  

In 2025, people now live in a networked society which is rooted in social media, where the number of parasocial relationships has multiplied significantly. Rojek, who is also a professor of sociology at City St George’s, University of London, adds: ‘For many, the number of parasocial relationships they have far exceeds the number of face-to-face relationships.’ Where can it go next?   

A person’s passion for their favourite celebrity can sometimes verge on cult-like behaviour and, according to Rojek, this trend shows no sign of slowing down.

‘We see trust being placed in individuals – even those who behave criminally – without that trust being shaken.’ In low-trust societies, citizens are more likely to seek out idealised figures to solve their problems: ‘Social media celebrities often present themselves as that solution,’ Rojek explains. 

For many fans, becoming part of their celebrity’s community and brand universe is synonymous with buying and collecting merchandise.

In K-pop fandoms, fans purchase branded clothing, vinyls, collectable photo cards and any items co-created by their favourite artist. In 2025, beauty brand Amorepacific collaborated with girl group Aespa to create lip balm based on light sticks that fans use at concerts to show support.

AI is already shaping the future of parasocial relationships. Weathersbee predicts that virtual influencers and AI companions will personalise parasocial experiences: ‘AR/VR technologies will enable more immersive interactions, potentially making parasocial relationships feel even more real.’ 

For brands, the challenge remains how to connect with these fandoms, rather than attempting to manufacture viral moments.

‘Brands need to understand that modern consumers want to feel part of a community,’ says Weathersbee. ‘Parasocial relationships require genuine emotional labour from brands by responding to communities, maintaining a consistent voice and values and creating meaningful touchpoints.’