Dan Whateley

If you are interested in knitting content, you see people knitting.

If you love basketball, you see people shooting hoops.

So it's really changed the sort of types of content that people see and the content bubbles that we're all in.

Yeah, I mean, the change was gradual.

I would say it wasn't like we suddenly stopped seeing these mega stars.

But I do think that in the last couple years, we've seen a push toward personalization.

A lot of that is because every social platform is kind of trying to be TikTok now.

Instagram used to be this place where you could build an audience, a following, you know, score brand deals.

And now the most popular thing, I think, and correct me if I'm wrong, Sydney, is Instagram Reels.

People are mostly watching videos on Instagram.

We also see similar trends happening on YouTube.

YouTube Shorts, I believe, gets 200 billion views a day.

And so the rise of short form video really, I think, is the sort of pivot point in terms of these types of stars growing.

these kind of megastars disappearing.

And it's not that TikTok wasn't making megastars.

It's just that there are so many people now making videos that it's way easier to create the sort of personalized feeds for users.

No.

Yeah, we are seeing the top 1% stay the top 1%.

The top 10 most subscribed to YouTubers this year are the same as that list last year.

And on TikTok, we're also seeing not a lot of mobility in terms of the top folks who are followed on that app.