Some 2,500 years ago, Greek philosopher Heraclitus observed, “Change is the only constant.” That statement holds especially true today in the turbulent video entertainment industry. Today’s environment is a far cry from the old days when you found video entertainment only on your TV from schedules set by the networks. Instead, consumers now face a bewildering array of choices about what they watch, when, and where. But if the fast-changing video environment befuddles consumers, it’s doubly daunting for the companies that serve them. Perhaps no company has navigated this changeable marketing environment better than Google-owned YouTube. YouTube’s mission is to provide a distribution platform by which people can discover, watch, and share video entertainment. Last year, YouTube had more than 1 trillion video views worldwide—that’s 140 views for every man, woman, and child on the globe. More video is uploaded to YouTube in one month than the three major U.S. networks created in 60 years. YouTube captures a stunning 43 percent of the online video market (number two is China’s YouKu with only 2.3 percent). It’s the Video-sharing giant YouTube dwarfs its competitors, capturing a 43 percent share of the online video market. But to stay on top, it will have to adapt nimbly to the turbulent marketing environment