I share your distaste for "content". To me the word speaks of a lack of interest, understanding, or even respect, for what creators are making. To some extent

I share your distaste for "content". To me the word speaks of a lack of interest, understanding, or even respect, for what creators are making. To some extent it does serve a useful purpose in that it makes it clear that it is in fact the ads that are the main event on these platforms, and that the "content" is merely a palatable delivery mechanism for adverts... which is a pretty depressing realisation.