By Pete Contardo
There seems to be some controversy around online video these days. While some studies conclude that online video is the fastest-growing ‘social networking platform’ and show that web video viewership is rapidly growing, others suggest that online video usage dramatically overstated.
Overstated or not (what's a few decimal points among friends), online video usage continues to change how people access information, use the web and consume content. YouTube is a mega information, marketing and entertainment engine. Cable companies are struggling to figure out new business models because their customers have become so used to getting the content they want, when they want it. Newspapers are becoming more open to citizen journalism by allowing user-generated uploads and comments. Small and emerging brands are competing with the ‘big boys’ by aligning with niche online communities and content providers. We can argue about the accuracy of the numbers all we want, but you can’t ignore the shift that is happening in media, business and society in general that has been caused by online video.
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