Unraveling the neural dichotomy of consensus and idiosyncratic experiences in short video viewing

Human experiences are inherently shaped by individual perspectives, leading to diverse interpretations of the same events. However, shared activities, such as communal film watching or sports viewing, underscore the dual nature of these experiences: collective joy arises through social interactions, while individual emotional responses are influenced by personal preferences. The neural mechanisms underlying this interplay between shared and idiosyncratic experiences, particularly in the context of reward processing, remain insufficiently explored. In this study, we investigated the neural basis of both communal enjoyment and individual anticipatory responses during short video viewing. Using functional MRI, we measured brain activity in participants as they watched 90 short videos and provided ratings of their reward expectations and experienced pleasure. By integrating intersubject correlation (ISC) and individual-specific analyses, we identified shared and unique neural activity patterns. Our findings reveal that synchronized activity within the default mode network (DMN) and reward-related regions underlies shared experiences of collective pleasure. In contrast, distinct activations in the frontal cortex and caudate nucleus were associated with personal preferences and reward anticipation, highlighting a neural dichotomy between communal enjoyment and individualized reward processing during digital media engagement.