Right.

Um, however, if you look at, uh, Spotify's consumer-facing products, um, especially with cohorts like Gen Z, um, watching is becoming, uh, a much bigger form of consumption on the platform.

Um, it started with video podcasts, and now, you know, we're introducing music videos.

So, uh, as part of the transformation, uh, process, we also really had to think through, uh, a more holistic strategy to be able to engage with consumers in those moments that they were in focus, uh, watching Spotify, and that's where we have also spent this, uh, past year, uh, uh, focusing a lot on introducing new video and display, uh, surfaces, uh, to the platform.

And then third, and big reason, you know, why we're, why, why, you know, why we're here at Cannes, is just, uh, focusing on fandom and, you know, Spotify's role within culture and live experiences and how do we bring, you know, online to offline.

And so you're gonna see us doing a lot more with, uh, in experiences and, um, brand partnerships within live.

Or with the overhauled tech stack and with the overhauled outlook, I guess, if you will, does that change what type of advertisers you guys are going after, whether it be, you know, we wanna partner better with, like, hold cos as opposed to small businesses, that type of approach?

I don't think it changes the overall mix.