How to Compete Against YouTube

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As quoted here, Vevo’s fate was not a surprise to Steve Jobs.

In thinking about what went wrong, Morris remembers discussing Vevo with Steve Jobs. “Why won’t Vevo be worth billions?” he asked before the Apple Inc. co-founder died in 2011. Jobs said Google already effectively owned Vevo because YouTube had a lock on Vevo’s viewers. "They’ll control it," Jobs warned, according to Morris.

Describe strategies Vevo, AppNexus, and MCNs could have pursued that would have been more likely to be successful.  Articulate precisely how and why these strategies would have been preferable.

This and related topics are part of the agenda in Television in a Broadband World.