But with all this clutter of content, a two-fold challenge remains for viewers, how to find out about shows (recommendations and marketing) and where to find them (which distribution aggregator or unique website). Like our TV line-ups, we will have to surf or find guides to help us learn what is on and where it is located. The audience to watch all these programs will only get more and more fragmented. The likely winners should continue to be cable networks, provided they expand their linear and on demand viewing to a TV Everywhere, multi-platform approach. But they will see lower ratings as the fringe viewership is swayed to the growing pile of programming now being created for web consumption. Hence a longer and longer tail of content choices.
The web has clearly lowered the barrier to entry for distribution of content. It has led to cord cutting and new ways to watch content. Like broadcast changed the radio model, and cable changed the broadcast model, so too will web programming change the cable model. History ultimately repeats itself.