To some extent this has always been the case like there's always been YouTubers who have really big audiences and those audiences don't translate to people who would show up for an event or buy merch or support them in other things and just because like they're more into the thing they make than the person themself. But this is definitely more of a thing on TikTok and I think a big part of it is that you don't choose what to watch, so you have to sort of like be fed their content and you aren't fed their content unless it's extremely popular. So the stuff that is like a little bit, just like a little bit less engaging because they're talking about a live show they're doing or because they're talking about themselves rather than their content, rather than like some epic story or some like really good - like you can do it on TikTok, I've seen people do it but it's a lot harder and I think that that is a function of the fact that every view is algorithmic and there's no human choice that goes into what I actually want to watch versus what I want to keep watching.
Also I didn't know that this was a thing until this moment.