If we were to name one industry sector which has seen the most astonishing growth in this era of digital boom, it would definitely be the video content industry. The rise of the social media platforms, the affordability of video production devices through sophisticated mobile phones and gadgets, and the availability of unlimited high-speed internet and data services for the common man have come together to democratize the entire video media space. Who would have thought that people with ordinary backgrounds would rise to fame and build careers out of video content that went viral?

Moreover, brands have also taken cognizance of the great influence and impact that user generated content can have in the exponentially expanding market. Every day brings the news of how legacy production houses and media companies are launching new platforms to reach out to the consumers at a time, place, medium and device of their choice. Hence, video has transformed from being just a content format to becoming a media platform. Rather, video has evolved into a phenomenon that now influences strategy-level decisions at the largest corporations in India and globally. While this format of content has emerged as the greatest tool for brand marketers, it has also led to the rise of a whole new industry that specializes in video conceptualization, production, editing, packaging, publishing, and promoting. Hence, its impact can be seen in industry trends, consumer behavior, and the economy at large.