In China, the average user spends about two and a half hours a day on short video platforms, highlighting a significant creator-to-consumer ratio that differs from other countries.

The average Chinese user spends over three hours a day on social media, reflecting a high level of engagement compared to other countries.

In India, rural users are spending more time on the internet than urban users, indicating a shift in media consumption habits as smartphones become the primary channel for content.

The majority of YouTube content is consumed on television screens in the US, indicating a shift towards multi-screen consumption.

Most people check their phones an average of 2,617 times a day, indicating a significant reliance on digital devices.

In China, the podcasting ecosystem is much larger, with people accustomed to paying for audio content, especially educational material.

In 2005, it became common to see people huddled around laptops watching the latest viral videos, marking a dawning era of the internet, with videos like a Saturday Night Live clip and a Nike ad reaching a million views, while we also realized that YouTube was consuming a significant portion of the internet's bandwidth, a technical achievement that many didn't fully understand at the time.

The format of content on social media is defined by user behavior; for instance, Instagram popularized lifestyle content through filters, while TikTok reflects cultural trends in short videos.

About 15% of the content created by Indian creators is consumed outside of India, making YouTube an exporter of ideas and culture.