But the internet’s history suggests that, if these products succeed, they will follow what Ben Thompson calls the 90/9/1 rule: 90 percent of users consume, 9 percent remix and distribute, and just 1 percent actually create. In fact, as Scott Galloway has reported, 94 percent of YouTube views come from 4 percent of videos, and 89 percent of TikTok... See more

Social media has evolved from text to photo to video to streams of text, photo, and video, and finally, it seems to have reached a kind of settled end state, in which TikTok and Meta are trying to become the same thing: a screen showing hours and hours of video made by people we don’t know. Social media has turned into television.