Some of this is a bit trade anoraky, but GB News is a fascinating example of how news is broadcast in the digital age.
Time was, if you had a telly channel you either had viewers or you did not.
These days, it's all about digital engagement.
As GB News Head of Digital Rebecca Hutson says in the linked article: "I like to think of GB News as a digital media company with a news channel attached."
Thus success is judged over all platforms, including social media.
That doesn't apply just to GB News, you may have noticed Sky, particularly Sky Sports, is pushing its YouTube channel heavily.
Even dear old Auntie, which doesn't have the same commercial imperative, puts stuff on the tube, and staff almost have to have a social media presence.
Going back to GB News, they are still tinkering with the schedule, and there's no doubt they have dropped some of home news from the regional reporters.
I rather liked that, so am now less inclined to watch, but presumably the Aussie bloke currently steering the ship reckons his strategy will work.
Farage certainly got lots of viewers to begin with, beating Sky News and BBC News 24 combined on at least one occasion.
I reckon the execs will be underwhelmed with the overall viewing figures, but the social media engagement seems to genuinely be doing well.
Another thing none of us know is if GB News is wiping its face or meeting its financial forecasts.
The backers certainly see it as a long term project, so I don't see oblivion any time soon.
https://pressgazette.co.uk/gb-news-audience-tv-online-social-first-month/