Now digital platforms are ending the broadcast era. Just over 15 million people watched England lose to Spain in the final of Euro 2024; the podcaster Joe Rogan has more than 14 million followers on Spotify alone, and another 20 million subscribers on YouTube. Rogan’s reach is global, but there are scores of minor influencers producing weekly or daily YouTube shows that attract audiences that rival and even surpass the nightly viewership for BBC News at Six. This is the era of posting.