YouTube:Lab at Ars Electronica places a recurring  question: is YouTube the next TV?

From someone who uses Chromecast and Apple Tv often, i wonder what happens if these behaviors go mainstream. TV is ripe for disprution, but advertisers are yet to shift their budgets accordingly (though some contrarian thinking is required).

Marketo’s research from July shows how a majority of consumers would happily cancel their cable subscriptions for a more robust offer of online video content (Netflix ahead of the curve here) with several behavior challenges ahead, the main one regarding how we’re used to consume mostly short length online video content.

Emerging behaviours (Roku, Apple TV, Chromecast, Netflix) are the canary in the coal mine. It’s up to advertisers to collaborate with the the new YouTube ecosystem (infographic below) and figure out how to balance their priorities to current and future audiences.