The world’s most powerful entertainment brands arrived in Cannes this week still clinging to old hierarchies—only to be shown up by data proving that creators and YouTube-native talent are shaping the future of global viewing. The appetite for cold, hard data at MIPCOM Cannes 2025 was ferocious, with every new graph or table sending a sea of smartphones into the air. One prime example came from UK data outfit Digital i, with Chief Analytics Officer Matt Ross delivering numbers that cut through the glitz and glamor of Canne’s red carpet, including how social-first content is forcing studios to rethink how they reach audiences worldwide. One chart (pictured), shows how the pendulum between original content versus licensed content is stabilizing. After…