The short answer is video ... YouTube has just been voted the coolest online media brand.
At the end of the day video gives a richer experience than any other medium, which is why TV has dominated out lives to the extent that it has. The new kid on the block is Internet video, which in addition to delivering "traditional" TV, delivers a fantastic amount of content accounting for every taste.
It is the "on demand" nature of online video that makes it so popular. You can watch anything you want, when you want to (and increasingly where you want to).
So it's no wonder it got the vote.
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