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One thing to consider is that cable TV with many channels proliferated 1-2 decades earlier in the US than most other countries. We had 40+ channels and the resultant social splintering of interests much earlier as a result. It wasn't until satellite TV became a thing that many parts of the world could get more than a handful of over the air channels.

This first big spike is labeled 1999, that's probably Y2K.

Then came 9/11, then MySpace launched in 2003.

Reaganomics was the early 1980s, not sure how you're seeing it as closer to the spike than social media.

Social media invented by US industry, that was mutated by Reaganomics.

Interesting.