feed that? >> the millennials. irn fa in fact, our customer base in general is not consuming less content. our customers are consuming more premium content today than they ever consumed. but they're not consuming it in different places. they're consuming it on their tablet and orn the mobile device and on the go and consuming it everywhere and it's really stark if you look at the amount of volumes. how they're increasing. fra traffic going to these mobile devices. that's video driven. we see that continuing. if we can actually inovate anov bring to the customer differently we actually thinks this doesn't slow down, this accelerates. this is the really important thing here because we're really excited about as how this accelerates and as the premium content continues to grow, it gives us more and more incentive to invest more and more and