While You Were Streaming: Nicotine on Demand

Truth Initiative’s fourth annual report looking at tobacco imagery in entertainment, “While You Were Streaming: Nicotine on Demand,” finds that as young people watched more video content than ever before in 2020, pervasive smoking and vaping imagery lit up their screens. The report once again analyzes tobacco imagery across the 15 most popular streaming shows among 15- to 24-year-olds and for the first time includes data on those that were frequently binge-watched as well as the year’s chart-topping movies and music videos.

  • Young people were bombarded with tobacco imagery across these entertainment sources in 2020, posing a significant threat given the on-going youth e-cigarette epidemic. 
  • Despite a prior pledge to limit tobacco depictions in its offerings, Netflix was the top offender based on its new 2020 season releases and popular binge-worthy shows, like “The Umbrella Academy” and “The Queen’s Gambit,” which included tobacco in every episode.
  • The pervasiveness of onscreen tobacco imagery points to an overall problem with the normalization and glamorization of smoking and vaping in entertainment media and pop culture.

Read Truth Initiative's Full Report HERE