- il y a 11 heures
The Future of Content
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00:00Et je pense qu'on va avoir une grande conversation, j'ai l'histoire avec tous vous.
00:06En 2006 Pierre, Lézé-Cœur a écrit une histoire sur moi,
00:11j'ai à apprendre French à l'époque, j'ai juste soldé à Publicis,
00:15où vous m'avez appelé Monseur Numérique de groupe.
00:21Mr. Digital, right?
00:23Si vous voulez mettre un gros bullseye sur quelqu'un,
00:26j'appelle Monseur Numérique de groupe, parce qu'il y a plusieurs autres qui pensent qu'ils avaient ce titre.
00:32Mais je réfléchis aujourd'hui, parce que aujourd'hui, tout le monde sait que nous,
00:37nous devons être Monseur et Monseur de l'A.
00:42Et je ne pense pas que personne aujourd'hui connaît la réponse.
00:47Mais je pense qu'on peut peut-être à l'instant,
00:49quelques-unes de la façon dont ça peut évoluer.
00:52Et trois très différentes entreprises peuvent donner différents perspectives.
00:56Je veux parler de la conversation en trois parties.
00:59La première partie concerne les médias et les sociétés.
01:02La deuxième partie concerne les créateurs et les journalistes.
01:05Et la dernière partie concerne les modèles de l'entreprise.
01:08Est-ce qu'on peut faire de l'argent pour nos partenaires ?
01:11Je veux remercier de vous pour commencer,
01:13parce que je pense qu'une des vrais questions sur l'A.I. est,
01:16comment est-ce qu'on peut croire tout ce que ça produit ?
01:20Et comment est-ce qu'on peut faire dans le monde,
01:22particulièrement quand 4 millions d'euros vont voter en élections cette année ?
01:26Comment est-ce qu'on peut prévenir contre l'information ?
01:29C'est une question très broad.
01:33Merci pour cela, parce que c'est la meilleure façon de commencer la conversation,
01:37par essayer d'adresser un vaste array de différents topics.
01:41Nous sommes dans le business de créer des news tous les jours,
01:45et de créer des histoires basées sur les vrais facts.
01:49Ce que nous aimons, avec un groupe comme Les Écots de Parisien,
01:53avec plus de 700 journalistes,
01:55c'est de garder cette tradition de produire des informations basées sur les vrais facts,
02:02et pas des choses qui mettent le public dans différents positions.
02:07C'est comme la tradition.
02:09J'étais le CEO de l'agence France-Presse.
02:12Nous avons une tradition incroyable de couvrir le monde,
02:14et de produire des news partout dans le monde.
02:17Certaines choses ont changé, d'autres n'ont pas.
02:19Ce qui n'a pas changé, c'est la lutte de trouver des informations
02:24et de la mettre en place au public.
02:26Ce qui a changé, c'est le nombre de channels
02:29qui renvoyent ce que vous avez produit au public.
02:32Et c'est une chose très différente.
02:34Nous avons été intermédiais par des nouveaux acteurs, des nouveaux joueurs.
02:41Les nouveaux plateformes sont maintenant les intermédiaires
02:43entre ce que nous faisons et notre audience.
02:45Donc nous avons décidé de rester sur ces plateformes.
02:48Nous sommes sur X, évidemment.
02:49Nous sommes sur Meta.
02:51Nous sommes sur toutes les plateformes qui existent.
02:52afin que les audiences puissent nous trouver où nous sommes.
02:56Mais encore, certaines choses ne vont pas changer.
02:58Ce battle pour l'information,
03:00c'est une tradition de checking, double-checking, triple-checking.
03:05Certaines choses vont changer.
03:06Comment vous savez que la photo que vous voyez
03:09n'a pas été transformée à l'un point ou à l'autre ?
03:12Nous nous demandons les gens qui produisent ces photos
03:15pour nous donner l'antidote,
03:18pour nous trouver si une photo est complètement original.
03:21Et vous pensez que les citoyens sont en train de savoir qu'il est fact-checké ?
03:25Que les journalistes sont en train de suivre ?
03:27Vous savez, très traditionnelles,
03:29des outlets ont commencé à travailler avec nouveaux joueurs.
03:32Je veux dire, ils ne sont pas encore plus.
03:34L'AFP, par exemple,
03:35travaille avec Meta
03:36et a un des fact-checkés,
03:40pour savoir si ce que vous trouvez est correcte ou non.
03:44Mais une autre chose qui a changé,
03:48qui a été annoncé par Hannah Arendt,
03:51en 1960,
03:52donc il semble que c'était un long temps avant,
03:54elle a dit que,
03:55dans nos années,
03:56la vérité serait un objectif de députable.
03:59La vérité n'est pas la vérité.
04:01Les gens vont discuter.
04:03Et nous avons vu,
04:04dans les États-Unis,
04:05l'invention d'alternative truths,
04:08d'alternative facts.
04:09ces catégories,
04:10nous ne sommes pas prêts.
04:12Et je pense que nous avons besoin,
04:14des gens qui nous pouvons travailler,
04:16et des gens qui nous pouvons travailler,
04:18pour avoir,
04:18parce qu'ils ont des traditions,
04:19parfois 100,
04:20150 ans de ces traditions,
04:22de la vérité,
04:35de la vérité.
04:38qui est la vérité.
04:39de la vérité.
04:41dans les années,
04:42de l'A.I. affecter notre business.
04:45Vous devez avoir une dédication radicale
04:48à la vérité,
04:50à la vérité,
04:51à la vérité.
04:52Et quand vous pensez sur les hiccups
04:54qui ont passé,
04:55qui ont démontré
04:57l'importance
04:59de commenter votre modèle,
05:03quand vous êtes trainé les enfants
05:06de la vérité.
05:07Vous devez les entraîner
05:08à la vérité,
05:11à la vérité.
05:13Et nous, à X,
05:14vous savez,
05:15nous sommes rédicés
05:16à notre modèle de la vérité.
05:19Maintenant,
05:19on va à la fact-checkée.
05:21C'est vraiment important
05:22et à la lutte de la vérité.
05:24Donc,
05:25l'un des plus sophistiqués,
05:28beautiful tools
05:29qui existent aujourd'hui
05:31de X
05:33est appelée
05:33communauté notes.
05:34Et communauté notes,
05:36think about it,
05:37if you haven't heard of it,
05:39as a global,
05:40a global collective intelligence,
05:44which is a community-led effort
05:48that fights misinformation.
05:50We're algorithmically designed
05:53to force out bias
05:55because you,
05:56as a noter,
05:56have been identified
05:58as feeling differently
06:00on a particular subject.
06:01Could be a news item,
06:03could be a political item,
06:04could be a sporting event.
06:06But you've been identified
06:07by your historical posts
06:09of feeling differently.
06:11But on one particular post
06:13that has been shared,
06:16opposite sides of the aisle
06:17feel the same.
06:18So a note goes up.
06:20Right?
06:20A note goes up
06:22and it tells you
06:23that this post
06:24needs more context.
06:26A couple of things
06:27you know.
06:28We just announced
06:29a couple of weeks ago,
06:30we have just surpassed
06:32500,000 community noters
06:36in the world,
06:37in 70 countries,
06:39in almost 20 languages.
06:42so it is not impossible
06:45to imagine
06:46that this particular tool
06:49is shared by X
06:52to companies like yours,
06:53other platforms,
06:55because when you see
06:57the motivation
06:58of citizens around the world
07:00in an effort to seek the truth,
07:03that's what Community Notes does.
07:06But it gets to a large community
07:09that's active in that,
07:11and some set of rules
07:12on what truth is and isn't.
07:14What we find at Nielsen
07:16where we're looking at audiences,
07:17so much of entertainment
07:18is now consumed individually.
07:21We don't have the same franchises.
07:23What's still working at scale
07:25is sports.
07:26Sports have rules.
07:27People can debate from time to time,
07:29but they have rules.
07:30You don't have right-wing
07:33and left-wing sports.
07:34They come to scale.
07:35You've spent a lot of time in sports.
07:37Is sports the enduring way
07:40to bring cultural fabric together?
07:43Well, sports is an enduring way
07:45to bring audiences together simultaneously.
07:47There are very,
07:48as you just pointed out,
07:49the fragmentation of delivery of content,
07:52the fragmentation of how content
07:53is actually made
07:54in the creator economy, obviously.
07:57Individuals make content.
07:58That's very compelling.
07:59Big companies make high-quality,
08:01well-produced, long-form stories.
08:04Sports is something that does endure.
08:06It has the rules that you're talking about.
08:08There is very little doubt about truth.
08:11Now you have instant replay.
08:12You can tell, hey,
08:13it went down to the microsecond
08:14and with the one, you know...
08:16So no alternate facts in football.
08:18There's no alternate facts in football.
08:19You can debate it.
08:20You can have fun with it,
08:21but we all see the same thing.
08:22And so I think it is
08:24a very special part of our culture.
08:26I think it's very hard to replicate.
08:28And that's why the value of sports has been...
08:30has continued to, you know, skyrocket.
08:33In fact, if you see what's going on
08:34with the NBA right now,
08:35and of course the NFL.
08:36In the United States,
08:37sports holds a preeminent part
08:39of our entertainment culture,
08:41and rightfully so.
08:43Doesn't mean there can be, you know,
08:45alternate, you know, realities.
08:47You know, we thought we should have won that game.
08:49That was a bad call.
08:50Even in replay, it didn't work out that well.
08:52But it's a friendly debate.
08:53It's a fun debate.
08:54It brings people together,
08:55joyously mostly.
08:57And it is a very, very unique part of our culture.
09:00Well, of course,
09:01the Olympic games are coming here in just a few weeks.
09:04Do you think there is more the sports world
09:06can and should do to bring society together?
09:12Because they are the last place
09:13that you really have this at scale.
09:15Well, that's a pretty big responsibility
09:18to place on anything,
09:20including a sports person.
09:22Like, sports are best played
09:24when there's a legitimate competition.
09:26The rules are followed.
09:28People can enjoy it.
09:30You know, there's been, you know,
09:31plenty of examples of violence around sports,
09:35of, you know, hooliganism
09:36and all that stuff that's happened in the past.
09:38So it's not always a purely joyous moment.
09:40And I don't think you can tag sports
09:43with bringing, you know,
09:44cultures together and making everyone harmonious.
09:48I think sports should be exactly what they are.
09:50A great, fair, well-done competition
09:53between athletes on a world stage.
09:56And that itself will propagate, I think, good feelings
09:59and a sense of community.
10:00Well, the other thing is they're live,
10:01which is what you do.
10:03I think it's exactly where I was going,
10:04because you and I have talked about it a lot.
10:06I think the power of sport around the world
10:09is really an outcome of all of us
10:14and our need to come together.
10:17And the power of a live global moment
10:20in a world of almost infinite choice
10:22and incredibly increasing fragmentation.
10:26Sport, music, those kind of live events
10:30are what brings us together.
10:32And that's what makes it so powerful.
10:35And I think now we all talk about
10:38the power of bringing to people live in the moment.
10:40There's really no surrogate for that anymore
10:42because it's so hard to find.
10:44But this is why it's so valuable
10:47and why sports athletes get paid so much.
10:50But what about the journalists?
10:53They don't get paid so much, no.
10:55No, I understand.
10:56And because we're not valuing it the same way.
10:58But you've shown such a commitment
11:00to the several hundred journalists in your organization
11:04and helped to evolve them.
11:06What is the future career for journalism?
11:09Well, first of all, I think you need to appreciate the fact
11:12that even though, you know, collective control
11:16in some ways might exist at one point
11:18and it's going to be useful, you know,
11:20it's really harnessing the power of the crowd.
11:22You want the crowd to be useful.
11:25In many cases today, the crowd is dangerous, in my perception.
11:30The crowd can jump on topics
11:31and make them even worse than they were before.
11:34So you need to have those people producing news
11:38that are the ingredients of a good democratic debate.
11:42And, you know, we strongly believe that independent press
11:45and correctly funded press is really at the forefront
11:51of building a good democratic debate and keeping democracies alive.
11:55And for that, we need to find the right business models.
11:58Obviously, we used to live in a world in which we would sell our papers,
12:01you know, paper, and generate revenues
12:04and then, you know, hire journalists and so on and so forth.
12:07What I mentioned previously with the arrival of the platforms
12:10has transformed this very, very much.
12:12and, for instance, in the French landscape, over the last ten years,
12:16the French press has lost 50% of its advertising revenues.
12:20And they haven't disappeared, you know.
12:22They went, typically, to Google and Meta.
12:25So that kind of transformation, you all have been in industries before.
12:30You know, you hardly ever see that.
12:32You lose 50% of your income.
12:33So now we've decided, and, of course, we have strong successes in that field,
12:37to be online very much, and we now have many more subscribers online
12:44than on the paper side.
12:45But, however, we still need to be able to fund the guys, the girls,
12:51and the guys who produce the information.
12:54Again, ingredients of democracy, I think that's a very strong word.
12:57And for that, also, we need to have a good remuneration
13:00by the people who use our contents.
13:02I've always been surprised, and I have led many fights in the past,
13:06for instance, with Google.
13:08I have friends at Google all the time.
13:10They are sponsors.
13:12That's the lawyers.
13:13Yeah.
13:13But I remember in 2006, I was running AFP,
13:19and I was on my own in front of huge Google lawyers,
13:23trying to make them understand,
13:25you cannot just tell me that you're going to use my contents,
13:28generate huge revenues, and not give us anything back.
13:31Because, obviously, if you guys had invented this business model,
13:35which is, I take everything from you, and I monetize it,
13:39probably you would want to defend it, too.
13:41You know, it's a great model.
13:42But it's not a model that makes the producers of the first level of information sustainable.
13:47So, in the United States, even, I'm sure you know that many newspapers are hard,
13:53you know, are suffering very much from this thing.
13:56The Washington Post, from what I understand,
13:59has lost 150, 200 million dollars last year.
14:02So, it's quite a lot of money.
14:03And you don't want to envision a world without that kind of newspaper.
14:08One last word on that.
14:10Studies have shown, in the States again, that when the local newspapers disappear,
14:14because they're not funded anymore, people tend to vote less and less.
14:19And if people do not vote, you know, do not go to the elections,
14:22then we have a huge global problem.
14:24They're not going to vote on X or on Maytowns.
14:27They need to vote in the places where you want to vote,
14:30to have elected representatives and make democracy work.
14:33But you also have so many citizen journalists and bloggers and people
14:37that are going directly without the editorial process.
14:40How do you compete with that?
14:42How do those citizens know the difference?
14:45I don't see that really as a competition.
14:47Or do they need to know the difference?
14:47No, it's not really a competition.
14:49It's an addition, you know.
14:51If we have more and more people producing well-informed news,
14:55yes, great, you know, why not?
14:57But we have our teams, you were mentioning sports,
15:00we have our teams, teams have traditions, teams have a flag,
15:04a brand is a flag, a brand tells you that you can believe that brand,
15:08you can believe the territory of the brand.
15:10All those things, they belong to brands who are established.
15:13Sometimes you change brand because you want to change the perception
15:16and the vision that people have.
15:18So, yes, bloggers, yes, people writing on their own, why not?
15:22But I need to be able to hire and keep journalists, professional ones,
15:25trained as journalists and give them a future.
15:27And again, for that, the sharing of value is really the name of the game.
15:32And we're not at the end of our surprises
15:34because now comes the new generation of battles, I would say,
15:37with the, you know, AI-driven LLMs and the model and OpenAI and the others.
15:42OpenAI just announced a large deal yesterday with the Wall Street Journal.
15:45And that's great, fantastic, it's a good sign.
15:48I hope they're going to be able to strike deals with all the other newspapers,
15:51the local ones, the smaller ones, not just, you know, the top-notch publications from Wall Street.
15:56I think, I think...
15:58You're going to pay him?
15:59One of the most important things you talked about was the importance for journalism to survive
16:08is a good democratic debate, right?
16:12And a good democratic debate, I think we all need to remind ourselves,
16:16means that people, for good democracy to be successful,
16:22people you disagree with have to be encouraged and included to say something you disagree with.
16:29So, now, as content has been liberated, as gatekeepers of news or telling people what exactly they consume
16:39or when they need to consume it has changed,
16:42we've moved to a world of a clickbait mentality
16:47and a partisan news environment that actually works against the legacy revenue models.
16:55And we see what's all happened, those facts you're talking about is the number of journalists has decreased,
17:01the revenue models are completely compromised.
17:04But when you look at the point of origin of the problem,
17:08it is because we've moved to this world where the fringe is loud
17:14and we want to get someone to click first,
17:18they largely don't read the entire piece of editorial that you're trying to communicate,
17:23and then here we are.
17:26So, listen, I now want to take it back to the entertainment side as well.
17:31So, you know, great artists I love, like Wreath Wizzerspoon, Will Smith,
17:35are working with you and you've created a very different model which puts the creator first.
17:41How does that work and how is that going to help make sure creators, artists survive in this,
17:48and thrive in this new tech-driven world?
17:50Well, I think creators are more relevant and having their moment more so now than they have ever in the
17:58past.
17:59Why? There are ways for creators to express themselves fully.
18:03Yep.
18:04X is a great platform. I used to run TikTok briefly a few years ago, Meta.
18:08There are platforms now and techniques that allow creators to create very high-quality programming
18:14and have that programming targeted to the right audience through recommendation engines that are incredibly sophisticated.
18:22We talk about AI all the time now and we talk about generative AI,
18:26but AI from a recommendation and curation standpoint has been the first instance of huge commercial deployment.
18:34If you think about TikTok, TikTok is simply a recommendation engine gathering up massive amounts of user-generated content,
18:42and some professionally created content, and finding the perfect match of creator and audience.
18:47And that, many of those videos would go unwatched, many of them would be seen as low-quality,
18:53but when served up in the exact right format, in the exact right moment to the exact right person who's
18:58interested in it,
18:58those become valuable.
19:00So I think there's been a massive democratization of creativity.
19:03And we have the professional actors. They obviously are important in the business that I run.
19:12Reese Witherspoon is the founder of Hello Sunshine.
19:14She's also the curator of the Reese Book Club.
19:16She's an incredibly dynamic entrepreneur and actor and creator.
19:21And I've been honored to help her have the platform and grow the platform that she has.
19:27We make great long-form storytelling.
19:29We make it for scripted, for streaming services, we do unscripted content, we make social media content.
19:36And I founded Candle Media for the modern age.
19:39And I think the flywheel that really matters, the thing that really creates momentum in the entertainment business,
19:44is having stories and brands that are told in multiple formats.
19:47We have full TV-length and movie-length long-form programming.
19:52That same storytelling techniques, elements of that story, the storytellers can exist on social media platforms
19:58and have an engaged audience that's a two-way communication.
20:01And if you have a story that has both social media and short-form elements to it, and long-form
20:07elements,
20:08that creates a flywheel that allows you to create e-commerce opportunities.
20:11So content, commerce, community, that's the modern media company that really works, and that's what we're doing at Candle.
20:16And for all the CMOs that are in the audience, how should they think differently about collaboration in that model?
20:24It's not a 30-second interruption to produce a little movie that's going to work in those kind of settings.
20:32Look, marketers now have multiple pathways to get to their audiences.
20:35We make branded content.
20:36We make short-form content and long-form content in collaboration with brands which highlight the brands that are brought
20:41to you by brands,
20:42where brands are an integral part of the storytelling itself.
20:45We do still have advertisements that run separately.
20:49One of my properties, one of the things that Candle owns is called Moonbug, and we have Cocomelon.
20:54Some people out there may have heard of Cocomelon.
20:57It's the number one preschool IP in the world.
21:00Anybody with children knows Cocomelon.
21:02Cocomelon's a great property.
21:04175 million subscribers on YouTube.
21:07It's the number one stream show in North America from 2021 to today on any platform at all.
21:15It's on Netflix, but it's the number one stream show, the most hours viewed.
21:19And it's a global phenomenon.
21:21But on YouTube, there are advertisements.
21:24There are the videos.
21:26We have pre-roll advertisements.
21:27In some of our videos, we have mid-roll advertisements.
21:30And there's an absolute editorial separation that's very identifiable between advertisement and content.
21:35So there's a real spectrum of ways that marketers can now interact and find their audiences.
21:41Traditional advertising, short form advertising, and branded content, and anything in between.
21:46So I think it's a very exciting time to be a marketer.
21:49There are just many more creative avenues to reach your audience.
21:52Awesome.
21:53And a great time to be a creator.
21:54So I want to come to creators.
21:56So Linda's the CEO of X.
21:58She used to be at NBC.
22:02We had a very public disagreement when I said, to help the marketers, Nielsen needed to measure creators on YouTube
22:11and X and TikTok.
22:12So we changed the ratings to put them in.
22:14And this was disruptive to the traditional studio system.
22:18You were not happy about it then.
22:21Have you changed your mind?
22:24That's a great question is right.
22:26Dave, what I wasn't happy about was there was a mountain of data that you added up together and you
22:33came up with one number.
22:35There was also a mountain of data that I came up with and I had a bigger number.
22:39Of course.
22:40That was our disagreement.
22:43Welcome to ratings.
22:44Exactly.
22:45Exactly.
22:47So the good news is we stay philosophically aligned about the power of content.
22:55Yes.
22:55And when you think about the power that has actually enabled everyone to be a creator.
23:04And because of technology, sophistication has liberated content.
23:09You know, Kevin and I, well, all of us come from a background of what, I don't like this term,
23:14but what is called legacy media.
23:16And legacy media was born and successful on exclusivity.
23:22Right?
23:22On the exclusivity.
23:24We own this and we have this content and we're going to serve it to you at this time.
23:29But that has completely changed.
23:31And in the world of platforms, sharing, right, which has attracted creators specifically to X because we realize that the
23:42content to be successful, to serve users, lives in many places at many times.
23:49And just if, so I've been at X almost a year, so exciting, indescribably exciting.
23:57But think about upon acquisition, when Twitter was acquired by Elon, it was basically 140 character messaging app.
24:09Now, less than 18 months later, video first platform.
24:13And part of what's driving that success is inviting creators onto our platform.
24:18Think at the time of acquisition, you might say 3,500 creators.
24:24But now that our video capabilities have become so sophisticated, we've probably got over 150,000 creators on the platform
24:34and paid out over $50 million in ad sharing relationship with those creators.
24:41Because we're generous in that sense to invite them on the platform to give our users the ultimate experience.
24:49But then I want to connect to all of you on the business model because what you're describing is there's
24:55never been more value to creating great content and to great creators that can pull audiences together.
25:01But historically there's been a lot of money on top of that pull out of studios, producers, agents, selling to
25:11networks, aggregating to cable companies, charging to consumer.
25:14Is all of that going to be disrupted to something that's a much more direct relationship between the audience and
25:23the creator, the athlete, the journalist?
25:27There's a lot of business models, David. I don't think any one is going to end up dominating.
25:31I think what you see as businesses evolve, not every legacy component fades away as an evolutionary.
25:40Some stay and you add another revenue stream and you add another revenue stream and they start stacking on top
25:45of each other.
25:45And the opportunities to create and monetize content for consumers, I think, propagates and it becomes larger and there's a
25:54diversity of revenue streams.
25:55So I don't think that we're going to see a single revenue stream dominate.
25:58Advertising has become enormously important, less so for legacy media, more so for new media, obviously, because of the benefits
26:06of targeting and the benefits of that one-to-one communication.
26:08That's undeniable. Creators themselves have aggregated massive audiences and they have their own products that they make and they have
26:16their own brand relationships that they deliver.
26:19Consumer subscription payments are another massive form of payment that we've always had.
26:25Pay TV has always been a subscription and that's just morphed from going from Pay TV to subscribing to multiple
26:31streaming services,
26:31which has served consumers well because now consumers can pay for what they actually want to view and they don't
26:36have to buy big bundles.
26:38Bundling itself will keep going, but it'll be an optional bundle.
26:42The type of bundles that really hurt consumers are when you have to buy things.
26:46To get product A, you have to buy products B, C and D.
26:50If you want to buy products A, B, C and D and you get a discount, there's a marketing purpose
26:54for doing that and there's a benefit to consumers.
26:56That's a nice bundle, that's an optional bundle, that really works well.
26:59It's these hard bundles that have been historically in place that are difficult.
27:03So I think subscription revenue, pay-per-view type revenue, one-off events, advertising, in-app purchases, games where most
27:13of the revenue comes from people buying extra powers and avatars and things of that nature.
27:17The multiplicity and the fragmentation of revenue opportunities has never been greater and I think it serves consumers and it
27:23serves the industry very well and it actually reveals true consumer demand in a way that it hasn't had in
27:28the past.
27:29And I think the thing you have to remember is the success of the platforms is really driven by their
27:38agility and their ability to move quickly because we're not reinventing an old business model.
27:45How do I make a series, the long-term lifetime value of a series work because I had this revenue
27:52model?
27:53Whether it's a dual revenue stream in that way, you go to the platforms and it's not a reinvention to
28:04replace an old revenue stream.
28:06It's all just inventing a new shared model and that's what gives the creators power.
28:13Yeah, I really, you know, very much agree with what both of you said about the evolution.
28:19Also, you know, I've always welcomed competition because it makes you better.
28:24So in the traditional legacy, as you mentioned press, and we're proud to be legacy, it's a good thing to
28:30be legacy.
28:31We had to learn to compete in the world in which everything is based on subscriptions.
28:36And so, but you fight against Netflix, you fight against everybody who's based on subscriptions.
28:42How many subscriptions will a French household will take? You know, 2, 3, 5, 10? How many in media?
28:49So you want to be one of the two media subscriptions. In order to reach that goal, you need to
28:54be better, the same quality of contents, but a better IT, you know, a better interpretive AI, you know, to
29:01find out how you fight against churn, how you gain customers, how you keep them.
29:06So all of this has taken us higher. I want to give you an example. Le Parisien is sort of
29:12a traditional newspaper here born in 1944 after the Second World War.
29:16And when I joined the company, we had 5,000 subscribers online, which was not very many.
29:23Now it's 110, 115,000. We've worked very hard. We adopted actually Arc Publishing, which is from the Washington Post,
29:32developed by Jeff Bezos and his teams.
29:34We've adopted it, we've made it work, and it works really well. So, you know, you need to find the
29:39right tools.
29:40You need to understand that you're in that competition, raise your level, raise your excellence level, work hard, learn a
29:47lot, and then you can be part of the media day of anyone.
29:51And that's what we want to do. We don't want to disappear. We want to be part of the media
29:54day.
29:55One of the things, again, that I wanted to underline, and I think that calls for a sort of global
30:00work together, the explosion of the networks, the explosion of the capacity to reach out and also to intervene in
30:08the media has also fostered, I think, the massification of lunatics.
30:15Lunatics, you know, lunatics have a direct access to media. They can say what they want. They can form new
30:21small sects, you know, people working together, believing very strong in very bizarre things.
30:25And we have to, you know, to fight that together because it's a poison in the people's mentalities, in the
30:32people's world.
30:33You know, if you believe that the earth is completely flat, you are in trouble. It is just not true.
30:40We still can maybe agree on certain things, but it has been massified.
30:44You have access. You can share. And I think this is very bad for all of us.
30:49But I want to close on truth because I think it's important that we know it's a real Cocomelon, not
30:54a deep fake.
30:57I can't get the theme song out of my mind.
30:59Yeah, yeah. But I want everyone in the audience to understand their personal accountability.
31:05What Linda was aiming at was the greatest way to get to truth is to have the power of an
31:12open communication and a community that can comment.
31:16And it says the community may be more valuable than a regulator or an editor.
31:23X took a very bold move in Australia where the regulator said, this content is unsafe.
31:29You said, let the users decide that. Explain how you went to that case, you won it, and what the
31:38rest of us should learn from that about standing up for truth.
31:41Well, I'd have to just repeat X's core foundational mission of protecting free speech around the world.
31:51And where we are also committed to operating in any country where X operates to comply with the law.
32:01We are also not shy when we feel that there is a very obvious overreach and where the citizens of
32:14that particular region are put at risk or their access to information is compromised.
32:21And we believe very strongly in that. And what, to your question, was recently going on in Australia.
32:28There was a need for X to stand up and protect people to make sure that they maintained their access
32:36to information so they could make up their own minds.
32:40And the good news is that the people prevailed, right? And we're happy to be that beacon of light and
32:52place for truth when necessary all over the world.
32:56So in closing, I would just ask all of you in the audience to make your own personal commitment to
33:01truth.
33:02I think it is important that we all be brave enough to stand up for free speech, stand up for
33:07the truth.
33:08AI is only going to serve us well if it's fed with truthful data.
33:12And we, citizens, have to ultimately make that call.
33:16So thank you.
33:17Thank you.
33:17Thank you.
33:19Thank you.
33:22Thank you.
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