so that's why we've switched so much to allli and where we're getting that streaming growth.ant the content. it's are you making it available in the places where they want to see it? and this is an area i'm very interested to hear your views on, because all content creators, all content creators are wrestling with "when do we put our content "on our own platforms versus when do we put versions "of our content out on third party platforms, youtube, "tik tok, wherever it may be." how do you view that on and off platform? that's an easy one for me because we're like small and grubby enough to partner with anyone. and channel 4 always has been, right? it's never the bbc or itv, so we don't have to think we'll only be on our, as it used to be called, "walled garden" or will only be on our owned and operated service. you know, we've been making agreements with sky for a long time. we've got lots up on youtube. we were the first to make a deal with snap. make a deal with tiktok. those things have really benefited us. it's my belief that you've kind of got to fish where the fish are.