I think YouTube becomes a primary social platform for creators. actually untapped. going back to the example we had provided for podcasts, the amount of traffic. in YouTube versus the number of creators is actually their proportions are in your favor. YouTube's massive and do the time on site for YouTube is insane. Average time on site across the internet is sub 60 seconds. average time on site on YouTube is 20 minutes. this is anecdotal, but there's this gal that I follow on Instagram. it's modern Millie really brilliant Instagram creator. I followed her when I was trying to figure out how to Pop my Instagram, which I never did very well, but she's amazing. She just posted today, ironically, she said, I'm leaving Instagram. there are so many reasons that went into this decision. So for a full explanation, I'd recommend watching my YouTube video. But basically she goes, I'm investing in YouTube. She goes, YouTube is the only platform that rewards me for promoting. other platforms. So I want to go all in there. YouTube actually pays creators. We had 30, 000 subscribers at the solutions that YouTube channel when I sold it and we were making about 2, 500 a month off of that, which that's not nothing, dude, And 30, 000 subscribers is adjusted for margin of error and absolute net. We were so, so, so niche, more people go to YouTube. And I think YouTube ends up being, where the genesis of creation starts because YouTube is the best place to repurpose from. So if you have a podcast, you might as well record a YouTube video and then strip the audio for the podcast. If you're doing TikTok and Instagram reels, you might as well record a YouTube video and then cut the reels up. YouTube is the best place to begin. Do short. Yeah. Yeah. And then YouTube shorts. That's exactly right. even long form blogging offers. Webinars, anything that you do to go live like YouTube's, I think the hub to the multiple spokes. And if you're not investing in YouTube, that's where I would recommend people to start to go. Especially piggybacking on my original prediction, the collapse of the paid media space, that's the middle of the funnel. YouTube's not even necessarily top of the funnel in most instances. It's the middle of the funnel. So that's the great place to go position yourself. If the bottom of the funnel has just gotten untenable for you. Would you call YouTube a social media channel? I think it's social. Other people don't. And I probably lose that argument if we were to break out. The grid and like figure out what boxes it crosses and what boxes it doesn't. it's social esque, it's more than just comments and likes social E right? Socially. Yeah. Yeah. and I think if Google wanted to, who knows if they want to, but they sure could lean in that direction. you'd have cur, you already have curated content, you have people's playlists. I can actually follow your profile. They haven't really prioritized that inside of the ui, but they could. I pay for YouTube premium. I don't know if you do. That's one of the best things on the internet. Are you kidding me? it's, it is great. It's unreal, no ads, 15 bucks a month. I get all this premium content and it gives me YouTube music. And if you do the family plan, it's 3 more and you can add four other people. And so I think with premium adoption, you'll see more socialization of the platform. I think YouTube is the stickiest damn thing in the world. YouTube is a replacement in a lot of ways Netflix and Hulu. You're using it to learn. I use it to listen. So if I listen to my podcast, I'm actually on YouTube. And then you have YouTube music. I just think they really cracked the code there. And I think more and more people are going to head in that direction as creators. I think everybody's already watching and listening on YouTube. So I think we're going to see an increase in the creatorship instead of YouTube. I think A prediction that is related tangential to this, and I see this with my kids and I also see it with my own behavior I think social media just in general, like how Tick Tock is now being used, it's being used as a search engine. It's so strange, but that's how they use it. Like that's how they discover everything now, or, Instagram reels to a certain degree, but definitely tick tock. Like it's a search engine. Social media is now become like a search engine for so many different things. And to your point about YouTube, I look at YouTube as the search engine. If I am looking to do something or learn something or want to know something, yes, there'd use chat GPT. Yes, there would do use Google barred. But. But so many of the things that I want to learn or I want to know about are visual in nature. And I use YouTube as my search engine. guarantee you if you looked at all the apps that I use on my phone, I probably use like Chrome first, Gmail second and YouTube third is my guess. And maybe slack is probably like fourth I do use that a lot. But the point is I use YouTube All the time. And I use it because connected TV now it's it's the first or second choice. Whenever I log into my connected TV, I love all my connected TVs. I watch YouTube on them, but YouTube has become the go to search engine for me. And it is super, creator friendly and obviously it makes money. like I get a small check from all my YouTube stuff every single month. It's not 2, 500 bucks, but it's a couple of hundred bucks. that's pretty good right there. I'm like, wow, if I really devoted more time to this, I could actually make Serious money doing this. So there is that portion of it, but I don't think they've really even tried all that hard with YouTube. got the premium service, which I did do for a month, which I loved, but I was like, you know what? I actually like seeing the ads. I have multiple Google accounts, so I see the ads in the accounts that I'm not logged into my, but there are times where I'm like, dude, I just want to listen. if I'm at the gym. And I've got my playlist going. I don't want an ad. It breaks my whole cadence, that's where I use, I don't use YouTube for that. I use Spotify for that, but, which is absolutely amazing, But dude, even that, like I can't, justify the expense of Spotify now that I've got a paid YouTube. I know Spotify's a little bit better. Sure. Like list building and stuff, but YouTube is just so all encompassing. point about YouTube being a search engine is spot on. The problem is it's not just that 'cause search is utilitarian. I go to YouTube to play. if I have time on my hands and I just want to kill time, my favorite thing is to go watch comedy shorts. Like I really love Matt Rife. I don't know if you've watched Matt, but dude, like I would just sit, I'll watch two and a half hours of that dude's content. I think he has the best crowd work, in, in existence. it's just a fun place to go.,