6: Useful subcategories of hosted media businesses
Hosted v licensed provides a stronger foundation for understanding the industrial factors that shape two crucially distinctive industrial sectors, but more distinction is needed.
Media 2025
7: On ‘YouTube’ – the video bazaar
We need to rethink how we categorize YouTube. YouTube isn’t TV; YouTube isn’t social media; YouTube isn’t a channel. YouTube is infrastructure.
8: Instead, media without borders
To understand media use in an era of such abundant choice and access, we must start by understanding why people use media and why they make it part of their regular diet. We must look for patterns of individuals and build up, not aggregate.
9: Question demographics, rethink user segments that matter
Demographic characteristics have been another major frame for organizing understandings of media use. We should not begin by assuming that demographic features are as predictive or informative as we’ve allowed them to be.
10: Early findings
We are all doing quite different things.