One of the best magic tricks WatchMojo performed in its 4-5 year history is simultaneously open up distribution to hit 160M all-time views, but also create scarcity and demand for our content in obtaining multiple licensing deals. This is something that you will see more companies worry about in order to create more value for their content and inventory:
Steve Smith, from MediaPost:
Two or three years ago the online reflex defaulter was to hyper-distribution. Embed and proliferate. Get that video out as far as the sharing tools could bring you. In the coming phase of the market everyone is going to be more reserved in their distribution strategy as media companies partner up and a lot of vested interest stat colliding.
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As media companies conglomerate and joint-venture up, the power clearly lies with those who own the content and manage to verticalize their power to get a piece of distribution too. How and where video shows up online, and who owns the ad space, will be the contested territory for some time to come.
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