How Do You Build the Audience You Go After?

Marketers bring their view of who that target consumer is. One in three homes in the US no longer have traditional pay TV, which is a huge transformation from just a decade ago or two decades ago when that was north of 80 or 90%. And so there are a lot of marketers who say, look, I want to reach these people who are cordless and I can't find anywhere else. All of that is part of the way media plans are built in streaming.