Kunal's Trends and the Acceleration of Online Audiences

Leah is based out of Australia. Do you see similar trends of what Kunal is sharing or where are you seeing differences? Yeah, I mean, absolutely. In terms of content in our market, the A and Z region has always been a bit of a test pilot and a test a test region in terms of really interesting creative. What we're also seeing is that real raw authentic naturally produced content which is being done at scale. That's got the ability to work across many platforms. It reaches a far greater audience. It has greater potential for virality. And I think what we're seeing in Australia, New Zealand is a lean into using that across typical media formats and media channels