This chapter moves away from a focus on audiences of television and social media alone. It discusses the increasing focus on data in the realm of the digital and how psychoanalysis may help to make sense of it. The chapter seeks to make sense of the wider structural dynamics that shape media systems, and the Internet in particular, across the globe today by relating them psychosocially to psychoanalysis both on micro as well as macro levels. It outlines some of the central arguments in the digital labour debate and supplement them with a psychoanalytic dimension. Critical theorists have argued that user activity on social media constitutes a form of unpaid labour that is exploited on platforms such as Facebook, Twitter, YouTube, Instagram, and other services. Marx’s labour theory has been significantly developed by so-called Autonomist Marxism as well as other thinkers.