Creator "Fandom" is Changing (feat. Jim Louderback)

If you were actually then watching World Cup content, and you were watching it on YouTube, you would've been one of the unique 1.7 billion viewers watching soccer, football, World Cup related content on YouTube in 2026 so far.

I was not watching it on YouTube, but congratulations to YouTube.

[laughs]

[laughs] That's...

It, it's interesting when you put it in perspective.

YouTube claims that roughly one-fifth of the people alive in the world today consumed some type of World Cup related content on the platform in the last couple months.

I believe it.

That one-fifth of the world's population wasn't just consuming World Cup content on YouTube.

A decent percentage of it was also starting to follow these athletes-

Mm

... on all these different social media platforms.

Mm-hmm.

So Erling Haaland-

Mm-hmm

...

the Norwegian viking-

Yeah, I've seen him.

Yep

... who helped Norway get very far along in the tournament, gained 32.1 million new Instagram followers-

Wow.

Wow

... over 39 days.

Wow.

That's aggressive.

That'd be a, that'd be a lot.

If you were actually then watching World Cup content, and you were watching it on YouTube, you would've been one of the unique 1.7 billion viewers watching soccer, football, World Cup related content on YouTube in 2026 so far.

I was not watching it on YouTube, but congratulations to YouTube.

[laughs]

[laughs] That's...

It, it's interesting when you put it in perspective.

YouTube claims that roughly one-fifth of the people alive in the world today consumed some type of World Cup related content on the platform in the last couple months.

I believe it.

That one-fifth of the world's population wasn't just consuming World Cup content on YouTube.

A decent percentage of it was also starting to follow these athletes-

Mm

... on all these different social media platforms.

Mm-hmm.

So Erling Haaland-

Mm-hmm

...

the Norwegian viking-

Yeah, I've seen him.

Yep

... who helped Norway get very far along in the tournament, gained 32.1 million new Instagram followers-

Wow.

Wow

... over 39 days.

Wow.

That's aggressive.

That'd be a, that'd be a lot.