Netflix's formal announcement last week that it is creating a content delivery network signals a massive change in the way video and other bandwidth-hogging content is delivered to consumers, and it's mostly a change for the better, analysts say.

Increasingly, C-level media execs are publicly expressing their frustration with the slow rollout of TV Everywhere services by multichannel pay-TV operators.

YouTube on Wednesday said it had struck content deals with nine music publishing companies that will compensate artists when their copyrighted work is used by YouTube content creators.

Music video site Vevo has created a seal of approval for videos that exceed 100 million views. Called "Certified," Vevo wants the new award program to become an industry standard that measures the success of a single, much like the Recording Industry Association of America's silver, gold and platinum designations for record sales.

The so-called "middle market" of online video publishing is expanding, particularly as brands and agencies develop more branded video content. Looking to cash in on this phenomenon is thePlatform, a Comcast-owned online video platform that helps cable companies, media companies, brands and anyone else with video content that needs to be published to the Web, monetized, and then distributed across a variety of platforms and devices.

Sure enough, Microsoft served up a first look at hot new Xbox 360 titles like "Halo 4" and "Gears of War: Judgment" when it kicked off the annual E3 video game confab in Los Angeles on Monday. However, the Xbox 360 maker also devoted a good portion of the opening news conference to announcing new media partnerships and showing off forthcoming entertainment features.

LiveRail, a real-time online video ad platform provider, announced the hiring of former Googler Brian Kane, who joins the company as chief operating officer, where he will oversee global company operations.

The problem of rampant copyright infringement on sites like YouTube can't be solved by technology alone. In fact, a group of lawyers probably wouldn't agree about who owns what on a given piece of uploaded content, senior Google executives said when asked about how the company addresses the problem.

Ever since Netflix announced that it was looking to acquire and develop original content, critics have dismissed the move as a weak attempt to become more like HBO. But Netflix Chief Content Officer Ted Sarandos thinks HBO and other media companies with TV Everywhere offerings are actually trying to become more like the on-demand streaming video service.

Apple, Inc.'s iTunes fell from its perch as the top U.S. online movie business by revenue in 2011, overtaken by Netflix, according to market intelligence firm IHS iSuppli. In fact, Netflix has seen its share of the domestic online movie market grow from less than 1 percent in 2010 to 44 percent in 2011. Apple's iTunes, by comparison, dropped to 32.3 percent in 2011 from 60.8 percent in 2010.