On the demand

capture side, we've been around for 20 years now.

We've gotten really efficient and effective in capturing demand, recognizing the signals.

We have a pretty good sense of where these customers are, when they would be potentially interested in our product offering, how to communicate with them.

You cannot just reach out to a wrestling fan on a regular Tuesday.

But at the same time, on the demand creation side, I would say things get a little bit more complicated.

So We build playbooks.

What would you say is the biggest challenge in converting kind of casual fans into subscribers? What have you tried that works? What does not? And I'm sure you draw from your time at Amazon and Match as well.