C is for Content: all kinds of content

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One of my weekly YouTube watches is the daily life of Swedish woman living near the North Pole. We are treated to a first-hand view of polar bears, Northern lights and quotidian grocery shopping. It's both meandering and rare. Another weekly watch is North of North, about the daily life of an Inuk women living north, way north, as they say in the trailer. It's completely charming, funny and also rare.

Lots of shared DNA here. Both watches capture my attention, but in different ways.

Whether we like the term "content" or not, it's worth thinking about how we spend time watching and what is behind those different methods of making.

Why This Idea Matters

Not so long ago, media was a tightly controlled pipeline. Gatekeepers decided what you watched and when you watched it. Content was professionally produced, polished to a high sheen, and beamed out in one direction. Our nostalgic selves recall local cinemas and a 13 channel universe on an analogue dial connected by a cord in a wall - this formed the media habits of many.

Yet here we are: a world of content creators that reach audiences directly and differently. None of this is a new idea. Audiences have more choice and will give their attention to all types of YouTube content - why not watch what daily life is for those living in remote communities or how to build...anything, really.

If you’re in film, television, media, or just trying to understand how culture and commerce are shifting, you can’t ignore this bifurcation and blending. The content creator economy isn’t a sideshow—it’s the main event. And if you think this is just about TikTok dances and Twitch streams, you’re missing the bigger picture.

The TLDR Version

• Audiences are no longer captive—they have infinite choices, and they choose unpredictably.
• Traditional media, with its expensive productions and centralized control, is getting outpaced by agile, independent creators who understand engagement because that is their primary currency.
• This isn’t just entertainment; it’s a shift in power, money, and influence that affects the entire global content economy.
• The past was an information desert; today is an information flood.
• It's not a binary division, old and new are blending and collaborating and audiences choose different content for different reasons.

Tell Me More

Once upon a time, if you wanted to learn about a niche topic—let’s say, Inuit throat singing—you had to hope your local library stocked a book (unlikely) or wait for a documentary. Now? You can watch throat singers explain their craft in high-definition on YouTube, Instagram, or a specialized Discord server, in real-time, for free.

This access to infinite content has changed how people consume, learn, and interact with media. More importantly, it’s changed their expectations. The high production value of traditional media is still respected, but it’s no longer necessary for engagement. Audiences care more about authenticity, direct interaction, and consistency than polished perfection. The lines are blurring. The traditional film and TV economy is still massive, but it no longer holds a monopoly on attention.

When Do These Worlds Collide?

Short answer: They already have.

Longer answer: They’ll keep colliding, but the power dynamic is shifting.

What used to be considered “amateur” is now the mainstream aesthetic. Big-budget Hollywood films market themselves through micro-content, influencers land acting roles, and audiences increasingly trust individual personalities over corporate brands.

The money is following this shift. Advertisers aren’t pouring cash into network TV like they used to; they’re buying direct access to creators with loyal, engaged audiences. Streaming services are battling YouTube and TikTok for dominance, not just other networks. And somewhere in the middle, there’s a growing realization that traditional and digital-first content can’t just coexist—they have to collaborate.

Final Thought

If you grew up with thirteen TV channels on an analogue dial, it's comforting to lean into the familiar media habits and watch the professionally produced, sometimes buzzy content that wins awards.

Also, it will pay to spend some time with the content creators and embrace the experimenters. With a low barrier to enter, content creators understand that in a world where anyone can create, the biggest challenge isn’t making content, it’s getting someone to care.

And there's your niche interest out there waiting to be explored. Definitely better than waiting for the library to open.

PS. C is for Content but it could have been so many other topics: Collaboration, Convergence, Copyright, CBC Television, CRTC, CIERA??, Cookies...

PPS. Really, do check out North of North on CBC Gem.

The views and opinions expressed in this news item are those of its author and not the official policy or position of the report authors and organizations profiled here.