For the last decade, YouTube has owned the non-traditional digital video landscape. And, no doubt, it will continue to be a huge player, but it's no longer the only game in town.
The era of YouTube dominance as an outlet for independent content creators, as the main platform for digital video hosting and publishing, and as the principal partner for brands and traditional media looking to reach millennials, is over.
The rise of social platforms
This coincides with a generational shift in traditional media where incumbents have switched from playing defense and protecting their legacy video businesses to playing offense in digital video. Consider the acquisitions of Maker and Awsomeness by Disney and Dreamworks, respectively, and the investments in Buzzfeed and Vox by NBCU. Consider the launch of skinny bundles by Dish and Comcast as well as short-form content services like Go90 from Verizon and Watchable from Comcast.
We are at the cusp of a new era in digital video and it won't be dominated by any single platform. Video platforms like YouTube and Vimeo, social platforms like Facebook and Snapchat as well as legacy content creators and distributors will all play a part. Should be fun!