Is Social Media a Competitor?

A lot of brands advertise within social media because traditionally it's been very hard to get organic reach but even if you advertise you know you're competing for attention with the really engaging content that it's chosen to show people whether they follow those accounts or not. A quick question on creators it feels like creators are becoming more and more central to what these platforms do, how do you think their role is going to change in the coming 12 months? There's almost sort of infinite content I was listening to a podcast the other day and the host was talking about how he spends an hour a day watching people streaming on Twitch. He reckons there could be 30 different Grand Theft Auto characters playing each other at