What do marketers know about Web video? The industry is currently measured and ranked by its platforms and networks. Youube is viewed as the top media property. And companies like comScore and Nielsen are trying to measure the total viewing audiences across all platforms and devices. All of this information is helpful for agencies and advertisers trying to understand how to engage with Web video. But there is more to understand about this medium.

Unlike previous media revolutions, Web video is not controlled by a few providers and distributors. It’s not run by the studios, the networks, or platforms, but by the creators themselves.  And unlike other forms of media in which the few control the many, these creators will only continue to grow in stature. When it comes to Web video, marketers today need to admit that content creators represent the most powerful media entity. Here’s why.