The days of everybody following the same stars in weekly gossip rags are behind us. Nobody can keep up with all the YouTubers, Twitch streamers, Instagrammers and TikTok users in 2020.

For example, have you ever stood next to a friend as they encounter an idol and had no idea who it was? These moments are a gentle reminder that everybody constructs their own universe through the information they access and the content they consume.

As more interaction moves online, people are creating small but global communities around shared interests. These communities come with their own characters and tastemakers. The concept of celebrity is fragmenting; niche celebrities are what comes next.

Advertising spends are already moving in this direction. Individual influencers with small but highly engaged audiences appeal more than media juggernauts haphazardly serving broader churches. Increasingly, specialisation is king.