Putting aside the question of whether any company can disrupt the position of TikTok in this space, it's been interesting to watch this new short-media consumpt

Putting aside the question of whether any company can disrupt the position of TikTok in this space, it's been interesting to watch this new short-media consumption spread across the platforms. They don't need to be "the" platform to use it effectively. I don't purposefully consume it -- i.e., I don't have TikTok or whatever -- but the medium itself can keep me on a platform longer. I'll mindlessly watch the shorts on YouTube, even in-between watching other content, without really noticing I'm doing it.