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How Yes Theory Reaches Millions With Positive Stories | The Colin & Samir Show

Outlier score1.5×Above typical

226,780 views vs a median of 148,565 across the channel's last 8 long-form uploads · as of Oct 28

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Yes Theory co-founder Thomas Brag joins Colin and Samir to discuss navigating 11 years on YouTube, balancing optimism with click-worthy packaging, and shifting from viral stunts to empathetic documentary storytelling. Brag details the behind-the-scenes reality of productions like their Swiss bunker investigation and Finnish Arctic training, emphasizing that authentic human connection outweighs algorithmic optimization.

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39on-screen captures27people30references in all
Source: Inside the Mind of YouTube's Anthony Bourdain · Colin and Samir
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    In this episode of The Colin & Samir Show, hosts Colin Rosenblum and Samir Chaudry interview Thomas Brag, co-founder of Yes Theory0:19, exploring how a YouTube channel founded on street stunts blossomed into an acclaimed documentary brand boasting over 10 million subscribers. While the internet frequently rewards sensationalism and outrage, Brag explains that Yes Theory remains committed to showcasing human warmth and mutual understanding. However, to compete in the creator economy, the team relies on the concept of hiding the vegetables4:45—packaging uplifting human narratives beneath titles and thumbnails loaded with tension, curiosity, and high stakes.

    slide
    Thomas Brag
    ▶ 0:19
    On screen at 0:19

    Brag discusses the artistic evolution of Yes Theory from early social experiments to short-form documentary films12:40. A transformative moment arrived following pandemic lockdowns, sparked by an unplanned journey to Afghanistan15:50 with fellow YouTuber Drew Binsky. Rather than rigidly adhering to formulaic beats or manufactured twists, Brag embraced fluid, participatory travel. Unlike traditional television travelogues like Anthony Bourdain's Parts Unknown9:50, YouTube storytelling breaks the fourth wall, keeping the cameras visible and integrating cinematographers as distinct characters rather than invisible operators.

    Samir highlights three traits defining the modern creator-filmmaker23:10: platform contextual awareness, empathy for the audience's attention, and genuine two-way collaboration. Brag reinforces this by explaining why Yes Theory deliberately avoids large Hollywood crews or intrusive boom mics, choosing instead to prioritize experiencing moments before capturing them27:10. By holding lightweight cameras and maintaining uninterrupted eye contact, the filmmakers preserve intimacy and make subjects feel protected rather than exploited.

    Examining YouTube's shift away from hyper-optimized formulas, Brag notes how viewers increasingly crave authenticity as seen in creators like Magnus Midtbø and Outdoor Boys34:10. He breaks down specific high-stakes expeditions, such as investigating Switzerland's nationwide bunker network52:10, surviving Finnish Arctic forces training at -35°C56:30, and voyaging across the Mariana Trench to film a man living alone on Pagan Island58:40. In each instance, Brag underscores that establishing off-camera trust and emotional resonance, best exemplified by their journey with London cab driver Reg1:12:30, remains the channel's defining pursuit.

    slide
    24 hours in the Norwegian Army - Competing against the Telemark Battalion2M views • March 27, 2021Magnus Midtbø3.7M subscribers
    ▶ 34:10
    On screen at 34:10
    Highlights
    1. 0:19Thomas Brag introduced
    2. 4:45The 'hide the vegetables' packaging philosophy
    3. 9:40Anthony Bourdain and Parts Unknown comparison
    4. 34:00Algorithmic exhaustion and the rise of raw content
    5. 52:10Exploring Switzerland's network of civil defense bunkers
    6. 1:12:30Hiring Reg the London black cab driver
    How it's told

    In-depth studio podcast interview exploring creative storytelling

    Format: Interview. Colin and Samir interview Yes Theory co-founder Thomas Brag on navigating virality, packaging positive human stories, and the evolution of YouTube filmmaking. The conversation pairs behind-the-scenes production tales with strategic insights on creator longevity and authentic connection.

    Story arc

    1. 0:00IntroductionThe hosts introduce Yes Theory's counter-cultural approach of telling positive, human-centric stories online.
    2. 0:46Milestone ReflectionThomas, Colin, and Samir discuss achieving 10 million subscribers and over a decade on YouTube.
    3. 2:22Mission and PackagingThomas defines Yes Theory's philosophy and explains "hiding the vegetables" to make positive stories viral.
    4. 10:00Videos vs. ShowsAnalyzing whether YouTube is transitioning into television-style episodic programming.
    5. 14:30Evolution of FormatsMoving away from pre-planned challenge videos to open-ended, participatory travel experiences.
    6. 20:38Technical TransparencyBreaking the fourth wall and utilizing both documentary and vlog cameras to build intimacy.
    7. 30:59State of Modern YouTubeReflecting on over-optimized algorithmic content versus the resurgence of raw, curiosity-led creators.
    8. 40:37Creator Joy and AuthenticityDiscussing Josh Richards' advice and how creator enjoyment directly influences audience engagement.
    9. 44:17Desensitization and AbsurdityConfronting internet numbness and how authentic human stories serve as emotional medicine.
    10. 48:44The Quest for Unseen StoriesHow Thomas scouts remote locations on Google Maps, including the Swiss bunker network.
    11. 56:00Arctic Survival and Physical TollStefan's severe frostbite experience during Finnish military training.
    12. 1:00:07Exploring Pagan IslandThe logistical nightmare of finding the isolated man living on an active volcano.
    13. 1:04:25Ethical Documentary MakingSpending unfilmed time with subjects, building genuine friendship, and honoring their narrative.
    14. 1:10:38The $10,000 Taxi JourneyThe origin of meeting Reg the London cab driver and transforming a stunt into a timeless story.
    15. 1:18:33Longevity and Future VisionOvercoming creative burnout, reinventing content, and finding meaning in human connection.

    Setups and payoffs

    1. 0:26Setup Anthony Bourdain comparison mentioned as modern benchmark
      ↳
      9:47Payoff Thomas details his deep reverence for Bourdain's legacy and why Yes Theory seeks participatory rather than observational storytelling.
    2. 4:46Setup Concept of "hiding the vegetables" introduced
      ↳
      50:53Payoff Swiss bunker video thumbnail analyzed as a prime example of dramatic framing leading into a deep human story.
    3. 8:46Setup Colin jokes about early fear of Yes Theory asking them to skydive
      ↳
      8:56Payoff Group laughs as they recall actually going skydiving together on short notice.
    4. 15:17Setup Mention of throwing a party at a stranger's house in 2018
      ↳
      42:50Payoff Samir recalls being genuinely terrified on the street in Venice realizing nothing was staged.
    5. 58:46Setup Thumbnail of the isolated man on an active volcano shown
      ↳
      1:00:07Payoff Deep dive into the logistical chaos, boat breakdowns, and emotional bonding on Pagan Island.
    6. 1:11:42Setup Flash of the $10,000 taxi challenge thumbnail
      ↳
      1:12:22Payoff Full narrative payoff recounting meeting Reg at a London taxi stand and forging a lifelong bond.

    Devices

    • Thumbnail Inset OverlaysDisplaying specific YouTube thumbnails and view statistics in the corner of the frame to anchor discussion points0:1013:1019:4734:0750:481:11:42
    • Historical Archive FootageCutting to clips from Yes Theory's 11-year history to illustrate stylistic changes and format shifts1:348:3215:17
    • Contrast FramingJuxtaposing high-production Hollywood studio productions against minimalist, solo-creator vlog mechanics10:0027:2634:48
    • Anecdotal ProofUsing personal stories (Stefan's frostbite, meeting Reg, stranded in the Pacific) to substantiate broad creative theories56:001:00:071:12:22

    From the video's own structure, matched to the transcript and on-screen text.

    Teardown

    This video earns clicks by framing a familiar YouTuber as a cultural icon, and holds viewers by dissecting the exact storytelling mechanics behind ten-million-view travel documentaries.

    Above the channel's typical: 1.5× its typical views (226,780 vs a median of 148,565 across the channel's last 8 long-form uploads, as of Oct 28) · Long-form interview · 34 days old

    The promise

    Viewers expect an intimate, deep-dive conversation revealing how a premier travel creator spent a decade building a 10-million subscriber channel.

    Packaging

    How it looks in the feed

    Show the feed as
    1:21:46

    Inside the Mind of YouTube's Anthony Bourdain

    Colin and Samir226K views · 1mo agoToday on The Colin & Samir Show we sit down with Thomas Brag, co-founder of Yes Theory. For over a decade Yes Theory has told hopeful, human stories about the…

    Views and age as of the teardown, Oct 28, 2026. Other videos are blanked out.

    • 4/5Thumbnail imageA high-clarity podcast close-up with dramatic rim lighting sets a serious, reflective tone. The composition is clean, though it relies on standard studio interview framing.A tight crop of Will Sonbuchner looking thoughtfully off-camera next to a Shure SM7B microphone against a plain black background.
    • 4/5Thumbnail text“10 years 10M subs”Four words deliver instant scale and endurance without clutter. The bright yellow highlight immediately draws the eye.'10 years' in white text stacked over '10M subs' inside a solid yellow callout box.
    • 4/5TitlePositioning the subject as a cultural archetype instantly signals storytelling depth and prestige. It does not name him outright, forcing fans and curious viewers to look closer.The phrase 'Inside the Mind of YouTube's Anthony Bourdain' frames the guest around an iconic cultural figure.
    • 4/5Title + thumbnailThe image text supplies hard numerical proof while the title establishes status and artistic intent. Together, they explain why the decade-long journey is worth studying.The thumbnail displays '10 years / 10M subs' beside a face, while the title recontextualizes that milestone as 'YouTube's Anthony Bourdain.'

    Curiosity gap: How did a travel creator spend ten grueling years building a 10-million subscriber empire worthy of comparison to Anthony Bourdain?

    The three hooks

    The title, the thumbnail text and the first words spoken each make a promise, and each does a different job.

    • Title“Inside the Mind of YouTube's Anthony Bourdain”Insider secretCuriosityNoveltyIt makes the viewer want to discover the creative philosophy and personal mindset of an ambitious travel storyteller.
    • Thumbnail text“10 years 10M subs”ResultsProofOutcomeIt makes the viewer want to understand the decade-long effort behind reaching the ten-million subscriber milestone.
    • First words spoken“A lot of what drives the most viewership on the internet today is provocative or sensational content that typically leans towards negativity, fear, and anger. But our guest today has been reaching millions of people over the past eleven years by doing the opposite.”Contrarian takeCuriosityNoveltyIt sets up a sharp contrast between the toxic outrage dominating social media feeds and a proven creator who generated millions of views by doing the exact opposite.
    • PairingDifferent jobsThe thumbnail text highlights the quantifiable milestone, while the title establishes the creator's cultural status and identity.
    • StakesFitsThe interview delivers a detailed, candid breakdown of the emotional, logistical, and packaging hurdles required to run an 11-year documentary channel at scale.
    • UrgencyNoneThe video positions itself as a timeless, reflective craft interview rather than breaking news or time-sensitive advice.

    The first 20 seconds

    TimeWhat you seeWhat you hearWhat it does
    0:00Host seated in podcast studio speaking directly to camera."A lot of what drives the most viewership on the internet today..."Establishes host seated in studio, sets serious analytical tone.
    0:01Host continues talking with hands gesturing."is provocative or sensational content..."Builds thesis on digital media landscape.
    0:02Host gestures while breaking down the internet pattern."that typically leans towards negativity..."Defines common internet trend of negativity.
    0:03Host looks straight into lens with focused expression."fear, and anger."Completes the diagnosis of negative online triggers.
    0:04Host transitions, leaning slightly forward."But our guest today has been..."Pivots to contrast: introduces guest's counter-strategy.
    0:05Cut to animated YouTube thumbnail showing Yes Theory video with millions of views."reaching millions of people over the past eleven years..."Shows proof of scale with YouTube video UI overlay.
    0:06Quick cut to another Yes Theory thumbnail highlighting view counts."...by doing the opposite:"Emphasizes sustained track record of high viewership.
    0:07Cut to vibrant b-roll of a crowd cheering, dancing, and high-fiving outdoors."telling positive stories..."Shows emotional human connection b-roll.
    0:08Cut to b-roll of two older men smiling and hugging outside a house."...about people."Reinforces warmth and humanity of the content.
    0:09First-person camera high-fiving people in an office lounge.Upbeat acoustic musical undertone swells.Shows high-energy, positive real-world interactions.
    0:10Clip of two friends sharing a tight hug in a hallway.Upbeat music continues.Continues emotional proof of positive community.
    0:11Cut back to studio shot of guest Thomas Brag smiling, text overlay 'Thomas Brag'."Thomas Brag is..."Introduces the guest by name with on-screen text.
    0:12Cut to host speaking admiringly about Thomas."...one of the co-founders of Yes Theory..."Host frames guest's philosophy and legacy.
    0:13Host gestures while describing Yes Theory's core mission."...a channel dedicated to bringing people together..."Establishes guest's storytelling approach.
    0:14Cut to guest Thomas nodding and listening attentively."...through travel, vulnerability..."Connects travel format to human empathy.
    0:15Close-up of Thomas smiling in studio setting."...and stepping outside of comfort zones."Validates the comparison implied by the video's title.
    0:16Host looks intently at camera setting up the conversation."Today we explore how he built an empire..."Deepens the premise of how to succeed without outrage.
    0:17Host continues framing the deeper creative thesis."...on pure empathy and connection..."Specifies core interview takeaways.
    0:18Cut to two-shot showing host and guest at the table."...and what it actually takes to tell those stories."Sets up behind-the-scenes insights for creators.
    0:19Guest smiles as the conversation begins."Here is Thomas Brag."Final hook sentence leading directly into the interview discussion.
    0:20Guest leans back, preparing to answer.Thomas begins speaking warmly.Transition out of hook intro into main discussion.
    Click confirmation
    Immediately contrasts mainstream rage-bait with Yes Theory's humanist travel style, introducing Thomas Brag within 11 seconds to validate the premise.
    Time to the point
    0:04
    Hook
    contrarian take, stakes
    Reason to stay
    How someone built a multi-million-view media empire strictly using empathy and positivity while everyone else relies on fear and outrage.
    Missing on purpose
    No channel logo sting, no greeting, no plea for likes or subscriptions; dives straight into an analysis of internet psychology.
    Pace and texture
    Starts steady with host monologue for 4 seconds, rapidly cuts between YouTube proof and emotive b-roll every 1-2 seconds, then settles into studio dialogue.

    Story map

    Explainer. A veteran travel creator wants to tell human, empathetic stories in an algorithm dominated by outrage and negativity. To survive eleven years without burning out or fading into obscurity, he has to master high-stakes packaging and participatory filmmaking.

    TimeSectionNew tensionStakesTurnLoops
    0:00 –0:46The Anti-Outrage ThesisCan positive, empathetic storytelling actually survive against internet outrage?RiseMost internet traffic feeds on fear and drama, but Thomas Brag generated billions of views by doing the exact opposite.Opens: How did Yes Theory build a massive audience without relying on sensationalism?Closes: None.
    0:46 –2:22Ten Million MilestoneDoes hitting ten million subscribers change how a creator views their craft?HoldThomas reached ten million subscribers, but admits he still feels like he is at ten thousand.Opens: What separates an 11-year legacy channel from creators who flame out?Closes: The exact subscriber scale of the channel.
    2:22 –10:00Packaging and Hiding the VegetablesHow do you package high-minded human stories so the algorithm actually pushes them?RiseAudiences do not click on wholesome intentions, therefore packaging must introduce conflict and extreme stakes before delivering empathy.Opens: How does Thomas structure titles and thumbnails for remote, unknown locations?Closes: How positive travel stories compete with sensationalist clickbait.
    10:00 –14:30Videos Versus ShowsIs YouTube evolving from one-off videos into Hollywood-style episodic television?HoldSag: no turnOpens: Will channels that only make standalone videos be phased out by television formats?
    14:30 –20:38Escaping the Stunt TrapWhat happens when your most successful viral video formula starts feeling hollow?RiseTheir viral stranger-stunt format felt exhausted after COVID, so Thomas abandoned rigid planning to pursue open-ended travel.Opens: How do you film high-budget travel videos without scripting the narrative beats?Closes: Why Yes Theory moved away from early prank-style challenges.
    20:38 –30:59Technical TransparencyDoes high Hollywood production destroy intimacy with digital viewers?RisePolished camera setups make subjects perform, therefore Yes Theory shoots on imperfect handheld angles and features their crew on camera.Opens: How does the crew get guarded strangers in dangerous areas to open up instantly?Closes: How to balance cinema-grade gear with YouTube-native vlog intimacy.
    30:59 –40:37Algorithmic FatigueWhy are hyper-engineered, data-driven videos losing ground to unpolished solo vloggers?HoldAlgorithms encouraged creators to gamify every second, but audiences are swinging back toward raw, unoptimized curiosity.Opens: How will AI alter the value of hyper-polished video formats?Closes: Why creators like Magnus Midtbø and Outdoor Boys explode without algorithmic editing.
    40:37 –44:17Creator Joy as RetentionCan an audience tell when a creator is executing a concept for numbers rather than genuine joy?HoldSag: no turnOpens: How does Yes Theory keep spontaneous shoots genuine when production costs are high?
    44:17 –48:44Medicine for Internet NumbnessHow can filmmakers fight against audience desensitization caused by constant digital absurdity?RiseOnline media normalizes shock and tragedy, therefore authentic storytelling must serve as emotional grounding.Opens: Where does Thomas find compelling global stories that haven't been turned into content yet?Closes: The philosophical purpose behind seeking intense physical discomfort.
    48:44 –56:00Scouting Google Maps & Swiss BunkersHow do you turn a dry infrastructure curiosity into a dramatic nine-million-view film?RiseSwitzerland appears peaceful, but possesses hundreds of thousands of hidden fallout shelters built out of intense historical paranoia.Opens: What physical risks do the hosts face when following leads into extreme environments?Closes: The research workflow Thomas uses to uncover untold stories.
    56:00 –1:00:07Arctic Survival and FrostbiteWhen does committing to extreme filming cross the line into real danger?RiseThe military offered them warm indoor lodging, but they insisted on enduring minus 35 degrees Celsius, leaving Stefan with months of nerve damage.Opens: How far will the crew go to find stories nobody else has documented?Closes: Whether Yes Theory's discomfort challenges are staged for the camera.
    1:00:07 –1:04:25Stranded Near Pagan IslandCan a production survive when equipment fails hundreds of miles out in the Pacific Ocean?RiseA subscriber mentioned an isolated man on an active volcano, but reaching him left the crew stranded on an empty fuel tank over the Mariana Trench.Opens: How do you handle documenting someone who lives completely isolated from society?Closes: How Yes Theory discovered and accessed the remote Pagan Island story.
    1:04:25 –1:10:38Ethical Documentary AccessHow do you record fragile human stories without exploiting vulnerable subjects?HoldFilming immediately makes subjects perform or guard themselves, therefore the team spends extended unfilmed time establishing real friendship first.Opens: Can a viral video format create enduring, lifelong real-world relationships?Closes: How to get authentic vulnerability on camera without manipulating subjects.
    1:10:38 –1:18:33The Ten Thousand Dollar TaxiCan an expensive algorithmic stunt turn into a meaningful human documentary?HoldWhat started as a clickable cash challenge transformed into a life-altering road trip and lasting friendship with cab driver Reg.Opens: What keeps a creator motivated after completing decade-defining projects?Closes: The origin story behind Yes Theory's viral taxi film.
    1:18:33 –1:21:46Artistic LongevityHow do you maintain hunger and curiosity after eleven years at the top of YouTube?FallSag: no turnOpens: None.Closes: Thomas's future artistic outlook and creative philosophy.

    Payoff: delivered fully at 9:47. Thomas directly addresses the Anthony Bourdain comparison at 09:47, breaking down how his format shifts Bourdain's observational lens into active, participatory filmmaking. Ending: Thomas reflects on artistic reinvention, avoiding creative burnout, and why human connection remains the core reason to make videos before fading out into the show's animated outro.

    Leaks

    Where a viewer might leave. Guesses from watching, not retention data.

    • 10:00 The hosts pivot into an abstract industry debate on 'videos vs. shows' and compare external creators like Michelle Khare and Sean Evans, drifting away from Thomas's personal narrative.
    • 23:17 Samir recites a three-point conceptual framework on 'the modern creator mindset', halting the interview's organic momentum for lecture-style industry analysis.
    • 40:37 The conversation derails into an extended discussion of TikToker Josh Richards and conference panel banter, slowing the pace after a heavy philosophical beat.

    Steal this

    1. Bait with high-stakes tension, then deliver human empathy ('Hide the vegetables') Mass audiences do not click wholesome premises without tension. Packaging extreme conflict or danger allows you to Trojan-horse intimate, positive character studies into the algorithm. 4:46
    2. The dual-rig setup: pairing a cinema camera with an overt vlog angle A prime documentary lens captures cinematic scope, while a visible handheld vlog camera keeps the audience connected to the creator's raw, unmediated perspective. 22:42
    3. Keep the audience aware of the full production crew Showing camera operators dangling off ledges or introducing local fixers by name removes the artificiality of reality TV and builds genuine viewer trust. 20:38
    4. The unfilmed bonding buffer Spending hours or days with documentary subjects before rolling cameras prevents performative guardedness and ensures authentic emotional moments. 28:32

    Skip this

    • Relying on viewers to sit through ten minutes of high-level creator economy shop talk before hearing field stories. Colin and Samir have spent years building a dedicated B2B creator audience that tolerates extended meta-analysis of YouTube mechanics. General interviewers will lose viewers without immediate narrative hooks.
    • Referencing personal decade-old creator friendships and inside jokes as narrative anchors. The hosts have personal history with Thomas (skydiving together in 2018), which creates natural rapport for them but cannot be replicated when interviewing unfamiliar guests.

    Open questions

    • What specific thumbnail iteration or A/B test made the Anthony Bourdain title outperform the guest's name?
    • How does Yes Theory financially manage exploratory expeditions that run out of fuel or fail to yield a usable story?
    • What percentage of their viewer retention drops off during the meta-creator industry discussions versus the behind-the-scenes travel stories?

    Teardown by Avail.video from the thumbnail, the title, the first 20 seconds and the report's notes on the whole video.

    On screen

    Everything the video showed you

    Slides, frameworks, quotes and formulas, captured verbatim with the moment they appeared. Tap any card to jump there.

    Reference shelf

    People, ideas and things mentioned

    Said means mentioned aloud; Shown means it appeared on screen.

    People27

    Organizations1

    • Yes TheoryYouTube channel and media group focused on human connection and stepping outside comfort zones0:21Said + shown4:36Said19:47Shown51:27Shown

    Things on screen2

    • London Black CabIconic traditional taxi vehicle driven across Europe in Yes Theory's $10,000 challenge0:23Shown1:12:23Shown
    • Shure SM7B MicrophonesBroadcast dynamic microphones used in the podcast studio0:00Shown
    Video description

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    By the numbers

    What YouTube shows about this video and its channel

    As of Oct 28, 2026. YouTube's public numbers first, then Avail.video's own arithmetic on them.

    The video

    Views
    226.8K
    Likes
    2.3K
    Comments
    191
    Published
    Sep 23, 2026
    Length
    1:21:46
    Category
    Education
    YouTube's topics
    Lifestyle (sociology)
    Captions
    No
    HD
    Yes
    Language
    American English
    Paid promotion
    None declared
    Made for kids
    No
    License
    Standard YouTube

    Creator's tags

    • colin and samir
    • colin samir
    • Colin and Samir Videos
    • colin and samir show
    • Amazon FBA
    • Robinhood Stocks
    • Making money online
    • how much money on youtube

    The channel

    Colin and Samir@colinandsamir
    Subscribers
    1.6M
    Videos
    573
    Total views
    466.3M
    Channel age
    10 years (since Sep 2016)
    Country
    United States
    Uploads
    about every 11 days
    Across the last 8 long-form uploads
    Before this video
    6 days after the previous long-form upload

    Calculated by Avail.video from YouTube's public numbers

    Outlier score
    1.5× · Above typical
    Views against the median of the channel's last 8 long-form uploads
    Views per subscriber
    0.14
    Likes vs the channel's usual
    1.0× the channel's usual
    1.0% of views vs a usual 1.1%
    Comments vs the channel's usual
    0.7× the channel's usual
    0.084% of views vs a usual 0.12%
    Rank among recent uploads
    #3 of 9
    By views: this video and the channel's last 8 long-form uploads
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    Watched by Avail.video · 2026-10-28