Online video is the fastest growing medium. It is set to account for 82% of all consumer Internet traffic by 20211 and the market is worth $312 billion2. Yet the online video business model is fundamentally challenged.

With the advent of online video platforms, both video creation and consumption are more accessible than ever before. This has led to a significant increase in content production and consumption as audiences shift online for digital entertainment. However, under current advertising models, companies like Facebook and Google stand out as the winners generating $​ 191.8 b​illion3 of net advertising revenue between them in 2017 by controlling the distribution of content and the sale of advertising.

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