chris stokel—walker has written books about youtube and now tiktok as well. k in mind, chris, to what extent has it been the year of tiktok 2021? because it seems to have come out of nowhere. it has. nobody can be a beneficiary. of the pandemic, i don't think, julian, but tiktok has been someone i that survived a little bit better. i in march 2021 alone, . we spent as much time on the app as we did _ from the stone age until today, so that gives us an idea just how much we are addicted i to all those creators. that's quite a statistic. kya, you create a weekly newsletter. before that, she covered tech for cnn. we are going to hear the words creator and influencer i suspect quite a lot in the next 25 minutes. what's the difference? so, this has been a huge topic of debate for some people. for me, i really think they're interchangeable. i think a few years ago, we would have said instagram influencer and a youtube creator, but i think creator has become the more preferred word now, but i don't think there's a huge difference between them. it really refers to som