Bad Bunny Takes Center Field and Netflix’s New Ad Deal Changes The Game

Interactive Transcript

spk_0 Welcome to Marketing Brew Weekly, the show where we chat about everything that's

spk_0 well surprising and delighting the marketing world this week. I'm Jenny Mywin, reporter

spk_0 at Marketing Brew. I'm Kelsey Sutton, editor and I'm Katie Hicks, senior reporter. Today

spk_0 we've got some thoughts on the Super Bowl half-time performer, a big Netflix brand deal,

spk_0 and of course the TikTok sale. Ready? Let's do it!

spk_0 So let's start with a little vibe check here. Meta announced that they have a new product

spk_0 called Vibes. It's in the Meta AI app and it's going to be a feed specifically for AI-generated

spk_0 videos. What do you guys think about this? Literally who asked for this? That's my first

spk_0 thought. The vibe is not good. That vibe! The vibe is not good. Yeah. I said this before

spk_0 the show and I'll say it again on the show. But if you do not, if you have not taken the

spk_0 energy to make something, why should I take the energy to watch something? And that's

spk_0 sort of how I feel about this sort of thing. Maybe there are people who are very invested

spk_0 in seeing AI-produced content. I don't think I'm one of them. I don't think it's something

spk_0 that people like seek out. Personally, I actually was talking to a couple of friends who were

spk_0 like talking about like their crazy TikTok feeds or whatever like the craziest things

spk_0 that come up. I do have a couple of friends that actually admitted to like loving AI-generated

spk_0 content, but like kind of in a shameful way. They're like, oh, like when it comes up, I am

spk_0 really like engrossed by the crazy content. But they're not really seeking it out. So I'm

spk_0 curious like, this is a specific feed on a specific app. Like who is going to download it to be like,

spk_0 yes, I want AI content. I mean, OpenAI also just announced that they're going to do a similar

spk_0 thing. It's going to be a very TikTok-looking video app where it's all AI-generated videos too.

spk_0 Yeah, my question is, because I feel like I'm in a similar boat where I don't seek this out,

spk_0 it does kind of show up on my explore page on Instagram every now and then it'll be like a cat

spk_0 grocery shopping or something insane. I do want to see that. Kelsey's like, never mind, I'm actually

spk_0 I love it. But if we're to believe that the people who are like liking lobster Jesus memes on

spk_0 Facebook, you guys seen that like the AI-slop content are to like engage with this kind of content.

spk_0 Can we expect them to download a completely new app and engage with it?

spk_0 Do they have that text, Abby? Yeah, well, and I think the thing too for a lot of these platforms

spk_0 is ultimately what they want is they want endless supply of content so that people can engage,

spk_0 they can put ads in between them, etc. But again, the question is, are people going to flock to

spk_0 that? Where is it going to just be training other AI models? Right. And then it's sort of like,

spk_0 who's watching any of this? We're just sad at the type of content that we're getting. But

spk_0 maybe I'm overestimating. Maybe people really do want to see those cats shopping at the grocery store.

spk_0 I mean, they almost got you immediately there. Yeah. I mean, I'm curious to see how vibes

spk_0 rolls out because Meta's had a few hiccups with some of their AI rollouts recently.

spk_0 We saw this at the Meta Connect event for anybody watching. Take a look at this video.

spk_0 Take sauce using soy sauce sesame oil. What do I do first?

spk_0 What do I do first? You've already combined the base ingredients. So now great a pair to add to the sauce.

spk_0 What do I do first? You've already combined the base ingredients. So now great the pair

spk_0 and gently combine it with the base sauce. All right, I think the Wi-Fi might be messed up.

spk_0 Sorry, back to you Mark. It's all good. If you want to watch that video, it's in the show notes.

spk_0 But yeah, that clearly was not a very clean rollout of that AI product. So, and I feel like Meta

spk_0 kind of has like a little bit of a history of like copying things or like jumping on things and

spk_0 rolling things out that like no one really asked for. And then like, yeah, this event where they

spk_0 rolled it out. And it wasn't quite even ready. Are we thinking about the Metaverse maybe? Yeah,

spk_0 perhaps the famous Metaverse. We'll see where the AI will be. We'll see how good the vibes are.

spk_0 Yeah, love that. Well, before we get into the next topic, we have to take a moment and talk

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spk_0 Okay, guys, earlier this week, the Super Bowl halftime performer was announced,

spk_0 and I wish I had a drum, so I could do a drum roll. Thank you, thank you, thank you. It was

spk_0 bad money, which I feel like is a really big deal for obviously his fans, but it's an

spk_0 interesting choice overall. What was your guys' reaction when you heard about it?

spk_0 It seemed like such a... I had heard Inglings, I was going to be Taylor Swift, or something

spk_0 like Pop Names Adele was floated, and I feel like when bad money was announced, I was like,

spk_0 that makes so much sense. I hadn't even thought of him, but that fits.

spk_0 Yeah, definitely. Well, he's coming off of kind of a big time in his career. He's had a massive

spk_0 career in general, but he just wrapped up this big residency in Puerto Rico, which actually

spk_0 generated hundreds of millions of dollars in tourist revenue for the four-portor Rico itself,

spk_0 which is awesome. He's obviously had this massive impact on culture and Latin music in particular.

spk_0 So I kind of want to talk about why bad money is such a big decision for the Super Bowl itself.

spk_0 What is he bringing to the Super Bowl's brand? He is the most streamed artist on Spotify

spk_0 from 2020 to 2022, which is a record, I believe. No one has gotten that title three years in a row,

spk_0 which is pretty crazy. 11.5 billion streams by 2024. So just what a massive audience.

spk_0 Yeah. I think something that has always kind of existed is that the NFL has this big

spk_0 use, you know, audience base, this big devoted fan base. And when you think of like,

spk_0 who is watching an NFL game? Who's watching the Super Bowl? I think of my dad and all my dad's

spk_0 friends. You know what I mean? And I think that that is something that the NFL has really

spk_0 consistently tried to change in the past year. And something that NPR actually reported at the

spk_0 end of 2024 is that Latin, Latino viewers are becoming the fastest growing demographic of the

spk_0 NFL fans. So that is something that I feel like this indicates leaning into nodding that there's

spk_0 this very huge growing fan base that again, kind of changes the what you think of when you think

spk_0 of who's watching the Super Bowl. I feel like we have kind of similar conversations when the NFL

spk_0 really leaned into the Taylor Swift Travis Kelsey connection. You know, this season we've seen

spk_0 there have been a bunch of apparel partnerships. Obviously Travis Kelsey has an apparel line. So

spk_0 that's one of them. But Abercrombie and Fitch also made a big deal with the NFL so that they could

spk_0 put out branded co-branded apparel for fans. And that I think is again kind of contributing to

spk_0 changing the people who are actually watching and who the NFL is wanting to kind of court. They

spk_0 have their established fan base. People who maybe you know watched, you know, are like my dad like

spk_0 65 years old, have been watching the football for a long time. But there's like newer, younger,

spk_0 more diverse audiences that they want to attract and continue to attract and court in this way.

spk_0 And I feel like the bad bunny choice. Obviously he's incredibly popular among lots of demographics.

spk_0 But I think that this kind of nods at why it's so important is because that is such a huge fan base

spk_0 that's coming to NFL games. Yeah, they really are broadening their reach. I feel like in addition

spk_0 all that too, they're also doing like international games this year. So I feel like they're really

spk_0 just reaching more women, more diverse audiences worldwide audiences. And this feels like that's definitely

spk_0 part of that strategy. Yeah, it's kind of crazy to think about because I feel like obviously the

spk_0 Super Bowl is a huge marketing moment. We all know that doesn't need to be said. But it is known

spk_0 for having such a large audience that it's still like seeking to grow and it's still finding these

spk_0 areas and these pockets where it's like, oh, we can serve a more diverse audience whether that's

spk_0 ethnic leaders, racial leaders, women, like bringing in all these people who might be interested

spk_0 in the entertainment experience for the first time, which obviously is super attractive to

spk_0 advertisers as well. But I feel like the Super Bowl is also a massive deal for the performer that

spk_0 gets it. They obviously are getting this huge platform to promote their own personal brand on,

spk_0 let alone any brands that they are perhaps partnered with. I did a quick look back at last year's

spk_0 performance with Kendrick, which was the most watched performance in history at 133.5 million

spk_0 viewers. And it typically averages over 100 million. So that is a lot of people that will maybe be

spk_0 tuning in specifically because of bad bunny or maybe being exposed to bad bunny for the first

spk_0 time ever. So he is getting this like big opportunity to kind of introduce himself to a bunch of

spk_0 people that might not be familiar with him as well. I mean, he's also a huge brand ambassador for

spk_0 brands like Calvin Klein and another a few others too. Gucci, Adidas, Mercedes, you know, these

spk_0 are brands that he could potentially showcase while he's up on stage. We saw this with Rihanna

spk_0 with her Fenty makeup, like opening up her little compact. So I mean, even last year with kind of

spk_0 Lamar, he was like wearing the boot cut jeans that went viral. Yeah. I don't think that was

spk_0 intentionally a marketing moment, but it became a huge. Yeah. You could wear one little thing and

spk_0 it could go viral. Like maybe we'll see bad bunny's little colorful shorts become a nice little

spk_0 marketing moment from whatever brand he wears. Yeah. I'm glad you bring up the Kendrick example

spk_0 because I think that one in particular is so interesting because that wasn't an official

spk_0 partnership as far as I'm aware of. Like he was wearing jeans from Celine and afterwards they

spk_0 like sold out immediately. They're very expensive jeans or designer brand, but like it wasn't necessarily

spk_0 a planned marketing moment and it still had such a big reaction to it. Right. It's such a cultural

spk_0 touchstone. Like the halftime show in particular, right? I remember a couple years ago

spk_0 in the Rihanna halftime show was on. I was not particularly invested in either team. I went to

spk_0 a bar. I was watching it with some friends and the bar literally muted the game and then when

spk_0 the halftime show. So I was kind of keeping an eye on it with one eye and then the halftime show

spk_0 came on and they literally made an announcement. They were like the game is on everyone be quiet and

spk_0 they turned the volume on full volume. So we could watch the halftime show. And I feel like

spk_0 there's a lot of people that engage with the Super Bowl in that way. Right. This is this cultural

spk_0 moment. It's going to have cultural conversation. And I feel like this is going to be an interesting

spk_0 one too for the brands that are buying the Super Bowl have already have Super Bowl plans in the

spk_0 works. Bad Bunny is not a person to shy away from making political statements from being kind of vocal.

spk_0 And I kind of feel like we saw that a little bit with Kendrick Lamar too. Does that just make it

spk_0 more of a culture moment, more of a must tune in sort of thing? And what might happen,

spk_0 you know, kind of as a ripple effect of that those five minutes on the stage?

spk_0 Yeah. Yeah. That feels like an obvious reason why bad Bunny probably chose this moment to

spk_0 participate. I mean, he's previously said he doesn't feel comfortable hosting concerts in the US

spk_0 just because of the immigration issues happening right now. So to take this opportunity to reach a huge

spk_0 huge audience of Americans who eventually make up statement, I feel like that's going to be

spk_0 a big opportunity for him. Yeah. Well, but like famously brands don't love to get involved in

spk_0 anything politically charged. But it's interesting because yeah, like Kendrick's performance last year

spk_0 did have a political message to it ultimately. And I don't it didn't feel like brands shyed away

spk_0 from working with him after that. It only like because it is such a large cultural moment,

spk_0 his star only rose even more than it already is. And I feel like he was like really in the spotlight

spk_0 for a while after that performance as well. And was still working with brands. I think he got a

spk_0 Chanel and Master'ship like pretty soon after that. So like massive massive brands like

spk_0 also is DJ2 like the Hines Mustard collab. Like there was a lot of like a lot of like stuff that

spk_0 came out like ripple effect beyond just Kendrick from that performance. Yeah. The other like

spk_0 partnership that I'm kind of keeping an eye on is so bad money just wrapped this residency

spk_0 in Puerto Rico, which ended with a live stream put on my Amazon music, which was free and like

spk_0 hugely watched, broke a bunch of records. But the halftime show for the last couple years has been

spk_0 sponsored by Apple Music, which I feel like there's a little bit a little bit of competition right

spk_0 there. So I imagine you won't be promoting Amazon Music. But I think that that event was the start

spk_0 of a long partnership coming up. So an interesting little little clash there that could be something

spk_0 to keep an eye on. A little tidbit for sure. And I'm sure that Apple Music is talking about how

spk_0 they're going to capitalize on this, you know, offering free, free month or trying to convince people

spk_0 to get involved and listen to bad money on their platform and not on the other platforms they

spk_0 might be listening on. Yeah, totally. Well, we can only hope that he doesn't hurt his knee or

spk_0 something on stage because look at him. He was just trying his best. I think he's recovered since

spk_0 then, but yeah, no, maybe no jumping. Yeah, getting good shape for for this big performance for him.

spk_0 Well, coming up, we are digging into a big tasty streaming deal.

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spk_0 slash MBD terms and conditions apply. Have you guys read anything about this Netflix,

spk_0 AB in Bev huge advertising deal that just dropped? Yeah, it's the biggest global co-marketing

spk_0 brand partnership ever, right? Yes. So AB in Bev and Netflix struck up a global brand

spk_0 partnership deal. So what this kind of looks like practically is that AB in Bev owned brands.

spk_0 So that's Budweiser, Stella Artwa, Corona, etc. They are going to be presenting sponsors on some

spk_0 of Netflix's busiest shows. But I think really importantly, the thing that is I'm really interested

spk_0 in is that there's going to be a lot of co-branded campaigns around Netflix's live events. Netflix

spk_0 has been pushing into live programming live sports in particular, but not exclusively live sports

spk_0 really heavily because I think that's where we see a ton of advertiser interests and a ton of audience

spk_0 attention. When you have huge huge audiences descending on a platform all at once to watch something

spk_0 like the Super Bowl. So Netflix has boxing matches coming up. It has an NFL Christmas day games

spk_0 lineup and then it also the upcoming Women's World Cup. So this is going to really help,

spk_0 I think, Netflix distinguish itself by being able to do some of these big promotional campaigns

spk_0 with the support of a huge Mungus company like AB in Bev. What do you guys think about this? What do

spk_0 you think it tells us about sort of the state of streaming and streaming advertising?

spk_0 Yeah, I think it's interesting because a big part of this is that AB in Bev is such a global brand

spk_0 as well, right? And Netflix has the global reach. They have this like ad supported tier in like

spk_0 many many countries. I think it's 12 countries at this point. So it's just the fact that both brands

spk_0 are so global in nature, I feel like is opening up this this type of way that they're working together

spk_0 that might not have been possible, especially for streamers in the past. But yeah, and then they

spk_0 have this like additional appeal of live events of appointment viewing. I feel like that's just so

spk_0 talked about right now in TV ads and that's not necessarily something that a streamer can provide,

spk_0 but getting in on those those live sporting events is only going to be more appealing.

spk_0 Yeah, and I feel like they're intentionally trying to reach an international audience too,

spk_0 because it seems like the shows that they're choosing to promote with this deal is like

spk_0 squid games and the gentleman said the UK and there were some other, you know, more international

spk_0 titles that they were they were including in this. So it does feel like they're really trying to

spk_0 like reach a huge audience. I think it really indicates something kind of interesting that's

spk_0 happening in the streaming space. So obviously in the world of live in particular, we've seen so much

spk_0 such a dominance from these, I think of their global companies, but in the US particularly

spk_0 Disney and BC Universal Fox, like have owned TV live sports rights for a really long time.

spk_0 And we've seen these streamers not just Netflix, but Amazon Prime Video, Apple, TV Plus,

spk_0 trying to get involved in this in this space. And it's a very, very competitive. I think the thing

spk_0 that really stands out to me is that Netflix is saying we don't necessarily have to be like that.

spk_0 Like we can we can we have the rights to this. We have the global rights to this. So we can strike

spk_0 a huge deal with a global advertiser that wants to have broad brand appeal very, very, you know,

spk_0 in a humongous sort of way. And a lot of the way that like traditional media rights kind of work is

spk_0 it's like you have the rights to streaming in English here in this space, you know, it's kind of

spk_0 it's it's kind of limiting. And so I think this kind of tells us a little bit about how Netflix is

spk_0 thinking about its ambitions is like bigger and bigger and bigger. I think what that does also do

spk_0 is, you know, there's only a select few type of companies that are positioned to actually take

spk_0 advantage of that. Like Unilever's of the world, ABMB have companies that have huge global portfolios

spk_0 that are, you know, an international brand, you know, has to be, you know, has to be there. So I

spk_0 think that that's kind of an interesting, just challenge, I guess, to as they grow is they have to

spk_0 find the right kind of partners that are actually going to want the scale that they're offering, but

spk_0 advertisers always want scale, right? But I feel like for those global advertisers, it's got to be

spk_0 so exciting. It's like I imagine the the process of putting together global campaigns just got so

spk_0 streamlined by being able to be like, okay, we want to target these countries Netflix has access to

spk_0 all of them. Like we can just look at Netflix's catalog like what live events they have coming up,

spk_0 what shows might we align with? Because that's the other piece of this that I think is interesting

spk_0 that it's not just like presenting title sponsors of live events and shows, but there's also

spk_0 going to be some like brand integrations into shows where it makes sense, which I feel like is

spk_0 increasingly common, increasingly common and popular. We literally just talked about the summer I

spk_0 turned pretty recently, but oh my god, when I was watching that show was like clocking like, oh,

spk_0 there's a brand, there's Michaels, there's the the champagne brand that I can't pronounce,

spk_0 so I'm not going to dry like oh, she's only carrying coach bags and then look, the commercial breaks

spk_0 a coach ad. Hi, crazy. So it is like happening even outside of the Netflix space with

spk_0 interesting that this will be another avenue for that to happen. And I'm curious how consumers

spk_0 will also react to that. Health in your face is going to be are we going to see like every character

spk_0 in like a show, Chugana Corona, like it's going to get to the point where we're like, I can tell this

spk_0 is sponsored because we saw it with a Barbie movie too. Like there was that whole segment in the

spk_0 middle of the movie where it was like a car chase scene and I was like, this is a forward commercial

spk_0 or a Chevy commercial, whatever it was. They were like, wow, it's so fast. Yeah. Okay, unfortunately,

spk_0 I did love that scene. The Charlie XX song thing in the background. I was having a good time.

spk_0 Yes, I feel you got to be subtle about it, especially given the scale of this deal. Like,

spk_0 you have to make sure you're not going too hard because people will notice and turn off. Yeah,

spk_0 I think something that's so interesting. So first of all, like what Netflix does the rest of

spk_0 the streaming world will also do. So it's kind of only a matter of time. I feel like there's

spk_0 all always this sort of replication. Like we have this also very famous example Hulu rolled out

spk_0 paws ads. That was very exciting at the time. Now they're everywhere. You know, nobody remembers.

spk_0 It was Hulu that did it first. Except for me, I guess. But like, I'll just keep it down.

spk_0 Hulu probably. So, but you know, so I think that the way that this might be structured could be

spk_0 something that other companies look to try to replicate. The question is, can they replicate it

spk_0 with the deals that they have in place and the structures that they have in place? Is that actually

spk_0 feasible with the rights that they currently have? And it might be that Netflix kind of owns that

spk_0 space for a little bit. And then some of these streamers and some of these more traditional media

spk_0 companies start to look at their deals and the structures of them just in terms of media rights

spk_0 across, you know, borders and go, hmm, maybe we need to make some adjustments so that we can offer

spk_0 something of this scale. But something I think is also really interesting is that I think a lot

spk_0 of the streaming advertising space has really been focused on, we can do, we can be super precise.

spk_0 Like, you know, exactly who's watching. We have your email address. We can target very closely.

spk_0 And this is like, no, we're going to target everything. Yeah, it's like we're going glow-wide.

spk_0 And I think that that scale is something that is just very, still very attractive to certain big

spk_0 brands. And streamers are trying to say, look, we can do both. We can do that targeted work,

spk_0 but we can also do big global brand campaigns. Also, Netflix gets the bonus of they don't,

spk_0 they get support in actually promoting their shows and movies. And that is like a huge part of

spk_0 this deal, I think that we can't underestimate because I feel like people talk about that sometimes.

spk_0 They're like, there's a show in Netflix. I've never seen a single ad for it. I don't know anybody who's

spk_0 watching this. When did this come out? And you hear that on a lot of streamers, right? Like,

spk_0 people are like, how did this show get made? And I never saw any sort of advertising for it. It's

spk_0 because advertising is really expensive and when you're making 500 shows a day,

spk_0 literally, you can't feel why advertise all of it. But if you have a big

spk_0 brand or a big company that has lots of brands underneath of it, you're going to look for all

spk_0 those ways to cross promote. And that is going to help. Maybe, I think Netflix's hope is that

spk_0 that will help lift the Netflix brand and get people really invested in some of their shows.

spk_0 And also maybe drink a corona while they're watching it. Yeah, a nice little beverage while you're

spk_0 watching your favorite show. Yeah, that's really interesting. I love to see if like some of these brands

spk_0 do look to partner with smaller shows that have like niche audiences and really dedicated fan

spk_0 bases sometimes. But I imagine at the beginning, they'll want to get in on the squid game of the

spk_0 world, on the Bridgerton's of the world. The ones that obviously have the most eyeballs, which is a

spk_0 big, big appeal of working with Netflix in the first place. Yeah, definitely. Well, we've talked

spk_0 long form content. Now, I think we should talk about the latest short form drama, which is really

spk_0 Katie, your per view. It's the TikTok sale again. But it's kind of looking like the sale might be

spk_0 happening. There have been four executive orders delaying the implementation of the

spk_0 divest or ban bill. And now last, as last week, President Trump signed an executive order,

spk_0 basically commanding that the sale go through to a group of American investors or US investors

spk_0 that are all from the US. But yeah, so basically it's not a done deal yet. It looks like it is,

spk_0 people have been talking about it as if it is. But there's still needs to be some regulatory

spk_0 approvals that come from the US government, from the Chinese government, before it really goes into

spk_0 effect. But I feel like that's like a big thing to emphasize is because if you're just like

spk_0 reing headlines and you're just getting like daily news, it really sounds like it's a done deal.

spk_0 Like he signed an executive order. It's happening. The sale is happening. But yeah, you peel back

spk_0 the layers. And it's like, there's a lot here that still needs to be worked out. And there's a

spk_0 lot that we don't know either. Like there's a lot of stuff happening within the terms of the deals

spk_0 that are just not super clear yet. Yeah, I think something that we have learned about this

spk_0 administration is an executive order does not mean that something is going to happen. And I think

spk_0 this is the case here where it's sort of a stop and go, okay, what has to happen? So what does

spk_0 have to happen? We have to have approval from from the governments. But in the meantime, what we know

spk_0 so far about the deal is that they would split up US operations into its own company overseeing 80%

spk_0 by American investors, 20% by bite dance. Basically, what they would do is they'd split the

spk_0 responsibilities into two. So TikTok US would oversee the algorithm, which is going to be least

spk_0 by bite dance to the American investor company. And then the advertising and e-commerce side will

spk_0 remain in China underneath bite dance. I don't really know how that's going to like overlap with

spk_0 each other. It's a question marketers, I'm sure, are asking wondering how would an ad campaign

spk_0 in the US even look? Also TikTok shops included with that too. So TikTok shop will remain

spk_0 under bite dance in China. So if you're a retailer selling on TikTok shop, that's like still operating

spk_0 in China. That just like to me feels like we're really extending the process of being an advertiser

spk_0 or retailer on TikTok. It's like, okay, obviously if you're in the US, you have the US side. But like,

spk_0 do you have to work with the China side to talk about anything that's going on with advertising

spk_0 and TikTok shop? Does that then get routed back to the US side to then get back to you? There's a

spk_0 lot of question marks here. A lot of question marks, but ultimately it looks like bite dance is coming

spk_0 out on top in this steel. They're going to make about 50% of the profit by even though they're only

spk_0 owning like 20% of this new US TikTok. Yeah. So it's looking good for them. It's looking confusing

spk_0 for us. It's still also not clear if we're going to have to download a new app or what the algorithm

spk_0 as leased by bite dance to this American company is going to look like, will it be skewed,

spk_0 will it be very similar to how it used to be? We don't know. Something I think about and I,

spk_0 I'm going to say this, this is purely speculation, but you know how if you try to get on Netflix like

spk_0 in some like a country that's not the US and it's like, sorry, this isn't available in this country?

spk_0 Like I wonder if that's going to be like a VPN like workaround. Like if you open TikTok

spk_0 in certain and it's connected to the US internet system like that then it says like, okay now you

spk_0 get this type. Yeah. But if you're somewhere else you get a different type or you have two different

spk_0 apps depending on where you are. Right. I would be really curious if the content is

spk_0 significantly different and like there is that desire from consumers to be like, I actually want

spk_0 the original TikTok that is now being fully operated in China, but yeah, I have to get a VPN

spk_0 access it or something. If, especially if they do move ahead with a separate app, I feel like that

spk_0 will cause so much friction like to get the entire American audience to sign up for an entirely

spk_0 new app even if it looks the same and it feels the same, which I believe is a promise of this

spk_0 potential new app who knows, but I'm sure yeah, I'm sure they wanted to look as similar as possible,

spk_0 but yeah, there's certainly going to be drop off if you make people delete the current app and

spk_0 then download a new one. And people are going to lose all the content that they've saved on the

spk_0 old app and maybe they just won't even want to start over again. Something that I think is going

spk_0 to be really interesting is whenever a company kind of changes ownership, we kind of have a very

spk_0 good example of this happening when Elon Musk bought Twitter and rebranded it to X like the

spk_0 user base change, the advertiser base change, the type of content available on the platform

spk_0 changed really significantly and it didn't happen overnight. It kind of happened over a long

spk_0 a course of time as it kind of became apparent like what is happening who's using this app,

spk_0 who's not using this app, etc. But we have seen that example and so I think that what is going to

spk_0 be really interesting is does the US consumer want this change? Like are they interested in what

spk_0 a US only TikTok looks like? And then there's so many questions for the advertisers who spend big

spk_0 on this platform, right, and rely on it as a place to brand build, to show off their founders,

spk_0 to show off their products, and then of course all the businesses that sell on TikTok shop,

spk_0 which is growing by the day, it feels like that is not an insignificant part of people's lives

spk_0 and livelihood. So I think it's going to boil down to the user experience because if users leave

spk_0 and creators leave and they don't like this new version of the app, then advertisers are going

spk_0 to follow them. So whether that's to reels or to YouTube shorts or to something else entirely,

spk_0 I think it's a matter of watching where the market moves. Yeah, potentially a space for a new

spk_0 platform to pop up because we don't have enough platforms in our lives as it is. Maybe everyone will

spk_0 move to vibes. Oh wow vibes bring her back. Are you going to say vine for a second? I was like,

spk_0 yes, please. Think back vines. But simpler times. Not as great. Yeah, simpler times indeed.

spk_0 Seriously. Well, thanks so much for joining us today. And if you want to tell us how you feel

spk_0 about bad bunny performing at Super Bowl or anything else, send us an email at mkbw at

spk_0 morningbrew.com, which you can also find in the show notes. Thanks so much for being here and

spk_0 make sure you come right back next week.

Bad Bunny Takes Center Field and Netflix’s New Ad Deal Changes The Game

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