Jordan Newman

And yeah, I mean, I think one of the superpowers of Spotify is building engagement and really building a loyal audience.

And that loyal audience tends to really want to get all of the content that their favorite creators are creating.

Yeah, totally.

I mean, I think one of the things that we've seen is a real pivot to video for a lot of creators in the past year or so, more than a year, I should say.

And I think one of the reasons for that is because the audience really wants to connect with these creators in another dimension.

And

On the creator side, they find that once they add that video component to their shows, they see all the numbers move in the right direction.

But in particular, retention and watch time always, you know, jump up.

And that's because you're creating something that feels more engaging.

And like, it doesn't mean you're looking at them a hundred percent of the time.

It's fine.

You know, it's whatever, a three hour episode, but I feel like there's so many podcast moments where it's like, you want to see what's happening.

You want to see the expression or whatever it might be.

But in general, you're saying.

Right.

Yeah.

So, yeah, I think to your point, super compelling for traditional talent to see this.

Like, OK, cool.

I have the ability to talk to my audience and.

reach them and then own that IP that's obviously really attractive.