Executive Summary (This is a document excerpt)

Online video is increasingly popular with users, as sites like NBC/FOX's Hulu and the BBC's iPlayer continue to grow in popularity. Meanwhile YouTube, the biggest online video site of them all, is still struggling to monetize its audience. User appeal alone is not enough in these straitened times, as ad revenues have failed to grow as expected and as capital becomes difficult to access. Video aggregators should use the Forrester Content Strategy Review to assess their product in its market context as the first step toward building a competitive strategy. They must balance appeal with the ability to deliver a return, adopting a variety of tools to do so.

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