The Digital Video Ecosystem: A Visual Model

A few weeks ago, we wrote about the fifth annual New York Television Festival Digital Day, which brought together some of the biggest names in online video to discuss the industry.

Throughout the day, a team led by Paul Kontonis, the chairman of the International Academy of Web Television and general manager of Magnet Media Originals, tracked which companies the panelists discussed by placing the brand logos on a blank digital canvas. The logos of frequently mentioned companies were made larger to help identify dominant trends and major players in the industry.

The final keynote of the day featured Michael Foster, media reporter at OTR; Peter Kafka, senior editor at AllThingsD; Michael Learmonth, digital editor at AdAge; Brian Morrissey, editor-in-chief at Digiday; Sahil Patel, associate editor at Cynopsis Digital; and Aymar Jean Christian, assistant professor at Northwestern University. Kontonis asked the industry experts to organize the logos into a visual model that reflects the current digital video ecosystem. The goal was to provide a unique editorial insight of how to build an original video business model in today’s market.

After some discussion and a bit of debate, the speakers decided which old-school media companies, digital majors, digital indies, and standout names are most important in the creation, distribution, or monetization of digital video. Unsurprisingly, there was a lot of overlap, with companies like HBO and MSN appearing across several categories. The scale of the logos indicates the role that company plays relative to others. YouTube’s logo, for example, is massive under the category of digital video distribution.

One of points the panel made was that nearly every single company today sees the value of video, as represented by the extensive and diverse collection of brands on the chart. They also noted that when it comes to marketing agencies, the ones that are serious about video are the ones that are now media-agnostic and have merged their television and digital studios.

Kontonis said that the graphic not meant to be comprehensive, but gives a pretty good snapshot of the companies that really matter right now, in the opinion of the panelists.

What do you think of this visual model? Any major disrupters that didn’t make the chart? Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedIn.

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