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For a time, if you wanted to watch video content, there was one major player in the game: YouTube. But as the popularity of online video has grown—as well as marketer demand for premium content—competitors including Facebook and Vimeo are staking a claim in the space. Netflix, Amazon and Hulu are now destinations for award-winning shows on a digital platform. Then there are social networks, including Instagram, Twitter and Vine, which are now offering bite-size clips.
Slowly but steadily, however, there is another tier of video players—a collection of startups purporting to provide solutions to common complaints surrounding YouTube and other existing video platforms' offerings; namely, poor revenue splits, creators' inability to interact with viewers, and the challenge of finding new, related content.