Providing video to customers when they want it, where they want it and how they want it has gotten easier lately. Low barriers of entry, the ease of duplicating distribution systems online and individualized distribution capabilities are making it feasible for more and more potential providers to enter the overall market, making for a proliferation of competitors who are challenging cable’s hegemony and even the industry’s basic business model. Welcome to the era of Great Restructuring as it sweeps into the videodistribution industry! Hanging on to margins in a period of proliferating distributors increasingly depends on having or creating original or exclusive content – and so far, three tactics for exploiting unique content have emerged. We call them: Secure Supply, Market Store Brands and Develop Verticality. Big piles of money are facing off against new styles of delivery – this would make a good reality show.