Few can argue against the profound impact the internet has had on the traditional media model. This has been felt most harshly in the print media, although the music industry is another victim of an old-school model. Video content, whether short clips or feature-length movies, is next in line for disruption. Delivering the James MacTaggart Memorial Lecture at the Edinburgh Television Festival in August this year, Hollywood actor Kevin Spacey sounded a warning to broadcast executives: the audience wants control over what, when and how they consume content. Referring to the release of the entire season of House of Cards on Netflix, he said: “Through this new form of distribution, we have demonstrated that we’ve learned the lesson the music industry didn’t learn: give the people what they want, when they want it, in the form they want it, at a reasonable price and they will most likely pay for it rather than steal it.” The relevance to business executives and marketers is that this upheaval carries with it great opportunity to feed the appetite for online content.