**Creators react to Creators, making reach through unboxing PHENOMENAL **

In 2022 there were over 700 million views per week on unboxing videos on YouTube growing more than 15% year over year. What's really fascinating right now is that you look at MKBHD with the Adam's shoes, they are going to unbox and review those shoes because creator audiences are creators. So if you create an experience, I mean, look at what we have in front of us, right? Like trying festivals is a content category on YouTube. Which means the amplification of these creator brands is astronomical. It's similar to when Hot Ones started releasing Hot Sauce early on and then you could buy, you know, the actual packs.