Robert Young writes:
Theres a reason why the big media companies are aligning themselves around video distribution and not video content creation distribution is all that matters. The battle for control of the digital video market is essentially a race to figure out how to efficiently allocate consumer attention, both through search and browsing/discovery.
Google search is the greatest platform for efficient allocation of attention in the history of media. But its text-based algorithms break down for video content. What Google lacks for the first time, in this new video space, is content. Unlike text content, most video content from major media companies does not exist on the open web, and even where it does, it is not easily crawlable. This is why Google acquired YouTube because it needed an alternative way to aggregate and control the content.