If you can't beat 'em, aggregate 'em. Clearly consumer brands are learning that the real energy at YouTube is in amateur and pro-am materials that gain a following. In its latest YouTube effort, L'Oreal Paris is pulling together videos from Seventeen magazine as well as YouTube hits Kandee Johnson and Laura Luke into a dedicated Destination Beauty channel. Who knew that make-up tutorials were such a big deal on YouTube?

Long form, short form, billions of streams ... whatever. When it comes to raw market share, online video consumption accounts for only 3.9% of our time spent on the Internet, according to Nielsen's "What Americans Do Online" study released this morning. Don't bemoan that seemingly fractional share of media mind share that goes to video, however. Nielsen notes that video is the only category other than online gaming, search and social networking to gain share in the last year. Our streaming multimedia usage climbed 12% since June 2009, while e-mail use plummeted 28% in its share and portal use was …