Gill said it was too early to judge whether the channel owned by Mr Murdoch's News UK will be a success.

"TalkTV isn't a standalone TV station. It is just one aspect of what News UK wants to do in terms of their multi-media approach going forwards."

"Whatever your audience is on the first night, you would expect it to drop massively – especially as they started with Trump. I think they have some good guests coming up over the next few weeks, so I think you will see it building over a period of time."

"And it doesn't just matter what the audience is like in the UK, but also what it is like in America and Australia [where Piers Morgan Uncensored will also be broadcast]."

Joseph said that TikTok came at the “perfect time” for publishers during lockdown. “They [publishers] were scrambling to find an alternative way to reach readers once book shops were closed from lockdown."

“The TikTok algorithm is famously good for connecting people with the niches people are interested in and it is great for visual mediums, making books an art form."

James said “It makes sense to launch their most advanced new products on EE only, as this brand has more of an innovative edge to it, and launching everything across multiple brands would be time-consuming and confusing for customers. They have already been doing this to some extent but no doubt they will want to accelerate innovation going forward."

“Having said this, it would be very hard to maintain such a large customer base on just one brand, so I expect the BT and Plusnet brands to continue and still be supported by marketing campaigns."

GB News’s average daytime viewership is less than a quarter of what its stated goal was before launch, says Tom Standen-Jewell, of Enders Analysis. However, he adds that this suggests there is no “untapped partisan TV audience” in the UK, which is bad news for TalkTV too.

Joseph said “You can see the argument that maybe it’s actually not good for a widely used platform to be moderating in order to create the best environment for corporations to advertise."

“We could see Twitter relying less on advertising altogether,” Evans says, suggesting the platform could move over to a subscription model. That being said, he doesn’t believe much will change on the product side.

Tom said “The signing of Piers is an admission that they needed a tent pole for the whole thing. He has 8 million followers on Twitter and he really is a good draw. If you study the ratings numbers he really narrowed the gap [on ITV] with the BBC in the ratings. They dropped about 20 per cent after he left and on YouTube views around 40 per cent.”