I didn't watch tv when I was a kid but noticed other kids repeating the same phrases all the time and getting a knowing laugh from their peers, it seems like demonstrating familiarity with a text is a way of creating an in-group. I imagine before TV shows people were already quoting books they'd read, and I guess in some ways common salutations that take their origins from biblical quotes or catholic litany or whatever could be called the same thing, but what about something that's definitively entertainment based or secular? What about people quoting philosophical texts to sound learned? I don't mean quoting to establish a point, but merely to demonstrate familiarity, especially the kind of thing you see on Reddit all the time where one commenter adds one line of a song or half of a quote and then somebody else comes along and mines a bunch of upvotes by saying the next bit.
It's probably difficult to find evidence of what you're asking about, because what you're talking about seems like casual conversation between friends. I wouldn't expect there to be many records, but perhaps someone else can add to this.
There are examples in Cicero's speeches of dropping references to entertainment, such as allusions to popular comedy and tragedy. In the Pro Caelio, a legal case in 56 BCE where he defends Marcus Caelius Rufus, Cicero quotes Ennius's tragedy Medea, and makes several references to the comedies of Caecilius and Terence. Cicero builds on references made in earlier speeches within the trial to the play Medea, suggesting the prevalence of playing on in-jokes that you are asking about. As an example, in an earlier speech, one of the prosecution calls Caelius a pulchellus Iason 'pretty-boy Jason', and Cicero builds on this by likening Clodia, who he alleges has invented the charge against his client, to Medea, by quoting: animo aegro, amore saevo saucia ('sick minded, wounded by savage love' Section 18).
I'd have to qualify this by saying that Cicero does intend to make a point within the case, though the main effect of the quotations is probably to establish what Geffcken calls the "conspiracy of understanding" with the audience. If the audience or jury of the trial get the references, they get to feel intelligent and superior to those that don't. It's self-affirming, much like it is on Reddit when you get a reference and play on it.
If you're interested, I'd recommend reading Geffcken's book Comedy in the Pro Caelio or the Pro Caelio itself (Sections 18, 37, 38 in particular).