A recent study by Hub Entertainment Research reveals that 34% of digital TV users prefer watching content from reputed media than independent creators. Ad prices are increasing for videos from TV networks and popular film production companies. Users are consuming around eight hours of online video content every week, while traditional linear TV is seen around 22 hours on an average in a week. What works in favor of online video is that users find it more creative and relevant, as well as shorter. Also discovery of online video is simpler via social media and shares, which is another reason for the rise.