AsianFin -- North American consumers are increasingly shifting away from traditional television and radio, instead prioritizing social validation, said Adam Nash, President of 911Media (YouTube Channel: 911Studios) during CES 2025.

Nash explained that many consumers now trust micro-influencers, smaller influencers, and mid-sized influencers, seeking social recognition through these figures. People no longer just look to celebrity icons like Michael Jordan or Tom Brady for validation but also want to see it from their friends. These "friends" include individuals on platforms like Instagram, YouTube, and those in-between.