This is pretty much what I've been saying for 20 years, but with content in general. People's time is fixed: 168 hours per week to: work, sleep, eat, excercise, commute, and then....

- read

- watch content: a movie at a theater, youtube, short-form socials, streaming services, etc..

- read a book

- scroll on the phone (won't list all the apps out)

- play a video game

- play a board game

- listen to music

etc.

So much content, fixed amount of time.