Why YouTube is a Bigger Deal Than I Thought

Rest assured. This is not a “Gee, YouTube is going to be big” column. That would be nearly a decade late.

But I recently realized that, despite appreciating the sheer volume of videos watched on YouTube, I’ve missed something big about the site’s potential to disrupt the media business. One of the most impressive things about YouTube isn’t just the range of what you can watch on it. It’s how you watch it.