In general, traditional media possess size but lack speed; start-ups possess speed but lack size. In online video, traditional media first sought to build instead of buy, while start-ups sought to become the Google of video. By now it's clear that apart from Hulu, the build approach has generally failed for big media (and Hulu only really proved that content is king). Meanwhile, for start-ups, the company most likely to become the Google of video is Google -- by way of owning YouTube, which accounts for 44% of video views in the U.S.