I think you've hit the nail on the head. That's often the approach that we see with successful creators who are able to properly leverage the platforms and turn them into significant businesses over time.
Again, it's that creative entrepreneurial approach whereby you're leveraging the platform. Yes, the platform provides you some revenue, but it's actually being able to build the global audience, to leverage that into doing things like live events, doing things like brands and sponsorship deals, doing things like book deals, doing things like merchandising. In that way you can achieve a successful, sustainable business.
These are repeatedly the examples that we see. If you want an example, How To Cake It is a successful channel, one of the most successful cooking channels on YouTube. It was on TV, but they cancelled it, and they shifted over to YouTube. They had a very comprehensive e-commerce strategy: they produced weekly videos, but they also had a merchandising strategy, an e-commerce strategy, that they executed and then were basically receiving millions of subscribers within the course of six months. That's because they fully leveraged and understood the power of the platform and turned that into appropriate revenue streams.
The fundamental thing is to have creative entrepreneurs of the type you spoke to and the type I speak about and find ways to have them engaged with other artists who are having more challenging times on the platform, to see where there are opportunities for them to build out, as well as to take advantage of additional features that we're basically introducing in the platform to help them get additional revenue streams.