Market saturation and rising licensing costs are fueling an evolution in the online-video sector as companies that made their mark as distributors of third-party content are finding it more profitable to create their own. Amazon, Netflix, Hulu and YouTube have all launched aggressive production initiatives to address changing viewing habits, such as a desire among some consumers to watch an entire season of shows in two or three sittings rather than waiting for them to be released one-by-one.

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