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      "body": "### ![avsa](https://pbs.twimg.com/profile_images/543467783179091968/jX2iuyWu_normal.jpeg) **[alex van de sande](https://twitter.com/@avsa/status/888015673909272577)** tweeted @ 20 Jul 2017 - 12:40 UTC\n\n> We were judging the IC3 projects when the news arrived as \"the foundation multisig was hacked\" (they had meant the… [twitter.com/i/web/status/8…](https://t.co/FVenFVrxWa)\n\n\n###### *Disclaimer: I am just a bot trying to be helpful.*",
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      "title": "2nd Teaser + Website for Episodic Series on the Minds Behind the Blockchains",
      "body": "<html>\n<h1><strong>Around the Block&nbsp;: new teaser (#2) for upcoming documentary series</strong></h1>\n<p>🎁 <em>This week’s update brings a sweet teaser featuring Alex Van de Sande and a</em> <a href=\"http://www.paratii.video/aroundtheblock\"><em>fresh website</em></a> <em>with all (10+) our interviewees so far.</em></p>\n<p><em>https://www.youtube.com/watch?v=gvLXjp8QD20&amp;</em></p>\n<h2>TL;DR</h2>\n<p><br></p>\n<p>A 6-episode documentary series on <em>the minds behind the blockchains</em> is being produced under the radar, in the tropical lands of Brazil. Cool teaser up here 👆, <a href=\"https://medium.com/paratii/announcing-around-the-block-a-documentary-series-about-the-minds-behind-the-blockchains-b5f5bfeec12e\">introductory post with another teaser here</a> (featuring <a href=\"https://medium.com/@SDLerner\">Sergio Demian Lerner</a>) and <a href=\"http://www.paratii.video/aroundtheblock\">website here</a>.</p>\n<h2>A fast-paced story…</h2>\n<p><br></p>\n<p>We first met <a href=\"https://medium.com/@avsa\">Alex Van de Sande</a> in June 9th 2016, precisely 8 days before the DAO hack. Following for a while the digital traces of the sole Brazilian (yet) inside the Ethereum Foundation, we were led to a talk entitled “<em>Building a Better Democracy in Less Than 100 Lines of Code</em>”, held at a major, antique public library. <a href=\"https://www.youtube.com/watch?v=mK6wds9IrlQ\">The hour and a half that followed certainly left a deep mark on the memory of those who were present</a>. I recall in details the answer Alex gave to a guy who asked why the foundation hadn’t build carbon credits on the blockchain yet. First, he estimated optimistically we’d need at least two more years before there were accessible interfaces to blockchains for average users. Then he reminded us the foundation was there to build base-layer protocols for a new web, and that applications on top of it should be built by ourselves.</p>\n<p>Such statements appealed so much to entrepreneurs of all kinds that, in early May 2017, the rush seemed to be at its peak. <a href=\"https://medium.com/@gnosis.pm\">Gnosis</a>’ ICO had just (<a href=\"https://www.coindesk.com/ethereum-ico-irrationality-300-million-gnosis-valuation-sparks-market-concerns/\">arguably</a>) valued a newly born network at a ~U$300 million capitalization, and regulation was turning into a concrete fear for token offerings.</p>\n<p>We then sat with Alex for an interview at the Largo da Batata, in central São Paulo, and discussed the future of Ethereum beyond the utility of a massive fundraising platform.<br>\n<br>\nhttp://i.imgur.com/UEua2hY.jpg</p>\n<p>Our paths crossed again 3 months later, this time in Rio de Janeiro, where part of the Mist team is currently based. It was one week after <a href=\"https://blog.ethcore.io/the-multi-sig-hack-a-postmortem/\">the ~U$30 million Parity multisig hack</a>, and again economic matters were under public spotlight. Having been in Cornell with Ethereum folks at a workshop during the incident, Alex <a href=\"https://twitter.com/avsa/status/888015673909272577\">registered</a> some of its key moments and became sort of a public voice for the white hacker group that siphoned a hefty sum to a safe account.&nbsp;</p>\n<p>He’d assumed a similar position during the unfoldings of the DAO, and respect for his work and ethic has been unquestionable since ever. Besides finding it fascinating that such figure was moulded so close, in this corner of the world, we love the fact that Alex is a generous guy and an uplifting presence.The Ethereum contingent in Rio has expanded this year, with the addition of <a href=\"https://medium.com/@evertonfraga\">Everton Fraga</a> and <a href=\"https://medium.com/@maiavictor\">Victor Maia</a> to the team. Having them join us allowed for more discussion on the roadmap of Mist, the next steps towards mass adoption of Ethereum and some of the ultimate consequences of a fully decentralized web.</p>\n<h2>… still on its early&nbsp;days</h2>\n<p><br></p>\n<p>Alex, Ev and Victor are just few of the interviewees to be featured on Around the Block. We often hear that blockchains are appealing because they carry an unpreceded mix of technology, politics and economy. Such diversity is precisely what we try to reflect by seeking figures with distinct backgrounds and aspirations. It’s also the reason why we’ll have 6 episodes divided by theme, in the series, instead of having them separated according to the people featured.</p>\n<p>http://i.imgur.com/B3ISI0r.png<br>\n<em>Few of the faces you can expect to find here next. See @ </em><a href=\"http://www.paratii.video/aroundtheblock\"><em>www.paratii.video/aroundtheblock</em></a></p>\n<p>We of course welcome suggestions of all kinds, ranging from possible interviewees, to shooting location, to curious questions and themes to be more deeply explored.</p>\n<h2>Who are we&nbsp;?</h2>\n<p><br></p>\n<p>I write on behalf of the <a href=\"http://paratii.video/aroundtheblock\">Paratii </a>team, who sprawled from within the technology unit of a film production company and is building <a href=\"http://paratii.video/\">a decentralized video on demand player that puts 100% of earnings under the control of content producers</a>. <em>“Around the Block”</em> is its original content debut.</p>\n<p>The video along this article is just a teaser. We’ll post some more, before deploying 6 episodes that constitute the series, along their full stories. The roll-out begins in Q4 2017. Further interviewees include Gavin Wood (Parity); <a href=\"https://medium.com/@simondlr\">Simon de la Rouviere</a> (<a href=\"https://medium.com/@ConsenSys\">ConsenSys</a>); <a href=\"https://medium.com/@zeligf\">Viktor Trón</a> (<a href=\"https://medium.com/@ethereumproject\">ethereum</a>); Charlie Shrem and <a href=\"https://medium.com/@diiorioanthony\">Anthony Di Iorio</a> (Jaxx); <a href=\"https://medium.com/@akhounov\">Alexey Akhunov</a>, <a href=\"https://medium.com/@mathsguy\">Aron Fischer</a>(<a href=\"https://medium.com/@colony\">Colony</a>), <a href=\"https://medium.com/@maiavictor\">Victor Maia</a> (Ethereum), <a href=\"https://medium.com/@evertonfraga\">Everton Fraga</a> (Ethereum), <a href=\"https://medium.com/@ronaldolemos\">Ronaldo Lemos</a> (ITS), <a href=\"https://medium.com/@dontapscott\">Don Tapscott</a> (<a href=\"https://medium.com/@BlockchainRI\">Blockchain Research Institute</a>) and more.</p>\n<p>Stay tuned and make yourself heard — is there anyone in special you’d like to see interviewed? Join the <a href=\"https://gitter.im/Paratii-Video/AroundTheBlock?utm_source=share-link&amp;utm_medium=link&amp;utm_campaign=share-link\">Around the Block channel on gitter</a>, follow Paratii on <a href=\"http://twitter.com/paratiivideo\">Twitter</a> and subscribe to our <a href=\"https://www.youtube.com/channel/UC5OOwdF37P_oT0OVf2DvuPg\">video channel</a>. Suggest names, get access to some extra footage and feel free to throw ideas at us. Finally, signup for the newsletter below if you fancy exclusive updates in your inbox&nbsp;:)</p>\n<p><br></p>\n<p>http://i.imgur.com/bP28KDU.jpg</p>\n<p><a href=\"http://paratii.video/\"><em><strong>Paratii</strong></em></a> <em>is an embeddable video player that aims to close the gap between browsers and the Ethereum blockchain, allowing for any internet user to participate on a conscious, decentralized and fair video distribution network. “Around the Block” is its original content debut.</em><br>\n<br>\n<br>\n</p>\n</html>",
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      "body": "Awesome stuff! looking forward to the full content. Not interviewing big daddy Vitalik would be inexcusable. Talking to his papa would be a plus. G' luck and cheers :)",
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      "title": "Announcing “Around the Block”: a Documentary Series about the Minds Behind the Blockchains",
      "body": "[![Sergio Lerner Thumbnail](http://i63.tinypic.com/6hqemq.jpg)](https://www.youtube.com/watch?v=BFU5JnaqaDY&t=5s)\n\n*Anyone who has tried conveying the narrative of blockchains to layman has experienced the occasional yawn before even getting past the “mining” part. Pouring out recent dramatic events is rarely helpful to hook a friend either: the DAO’s unfoldings, Bitcoin’s future shifting from hands to hands and tales of the ICO craze sometimes get one no further than the usual uninterested nod, and, at most, requests for investment advice. Shouldn’t it be easier to engage anyone with this whole story?*\n\n---\n\n# Who are we ?\n#\nWe’re [Felipe Sant’Ana](https://www.linkedin.com/in/felipesantanapereira) and [Paulo Perez](https://www.linkedin.com/in/lupape?ppe=1), two Brazilians with a background in advertising and business. We met in a film production company some time ago and began working on [Paratii](http://paratii.video) - a decentralised video distribution system that puts 100% of earnings under the control of content producers.\n#\nWorking with Ethereum in Brasil, since earlier days of its blockchain, presented us with the strenuous task of having to introduce the underlying technology and its implications to stakeholders of all kinds. While the decentralised nature of development work allowed us to progress fast on the technical side, “business as usual” was not evolving at the same pace. \nThere was always an overwhelming amount of talk to be had before any serious deal could take place. \n#\nDue to the issues that we incurred in, we pondered - what if there was some public material we could just point to; and tell any developer, internet person or business guy to go watch and get himself in the blockchain mood?\n#\nWe listed some of the quirkiest but also most profound questions we’ve been getting asked, and reached out to people we always dreamed of meeting in this space.  Over the last months, we’ve been interviewing them.\n#\nWe set out to hear computer scientists and developers; architects and designers; from Berlin to São Paulo to New York; seeking for the brightest heads and unheard ideas.\n#\nA common source of discomfort for people is the lack of familiar faces behind cryptocurrencies. It certainly doesn’t help that the biggest blockchain so far was invented by an oriental pseudonym, and the second one by a 19-year old Russian boy.\n#\nHowever, it’s precisely the diversity of people — conflicting or collaborating- that make this whole story so exciting to be a part of (and, of course, it’s precisely the needlessness of familiarity among agents that make DLTs so powerful).\n#\nWith the current pace of growth, it’s impossible to follow everything that comes out in the blockchain space. Our answer to this is that learning can be more *future proof* if we focus not on the technicalities of each project, but rather try to understand the minds behind some of the smartest blockchains out there.\n#\nIf narratives are defined as “events that occur in the search for a solution to a problem”, the birth & rise of blockchains is a hell of a story to be told. That’s what any form of science is, in the end — the posing of problems then the search for their solutions. A feedback loop, where good science generates good stories, who push good science forward, and so on… After all, technology without a narrative is just plain code.\n#\n#\n# Houston, we have a narrative.\n#\nWe’d happily take credit for the quote above, but it actually comes from [a book by Randy Olson](https://www.amazon.com/Houston-We-Have-Narrative-Science/dp/022627084X), whose main argument is that science is “narratively deficient”. That’s a muddy term, but we’re sure anyone who’ve been following the bitcoin scaling debate understands what it means.\n#\nIt’s not about the scarcity of stories. Nor about the lack of different voices. “Narratively deficient” means that maybe there’s not enough people within a community dedicated to make sense of what’s happening at the same time that it’s happening.\nThat occurs to tight-knit scientific groups, or any aggregation of people sharply focused on more or less aligned objectives — the case of the crypto-communities.\n#\nAs the source of “narrative-building power” has been gradually spreading outwards of the inner circles of core developers, giving voice to issues brought up by economists, journalists and community members of all sorts, we’re starting to see a fuller picture of this crazy experiment that’s taking place. The notion of a *narrative* (as in a culture) is emerging slowly, after the the notion of a *story* (as in a roadmap).\n#\nScience communicator [Luke Robert Mason](https://twitter.com/lukerobertmason) recently [threw at an audience the idea of an ethos](https://www.youtube.com/watch?v=0bCWRlmp0Fk) that might emerge from the Ethereum ecosystem — the etherpunk. This thought is applicable to cryptocurrencies in general (more specifically, the communities around them). Popular culture is starting to be more receptive. The effect Al Gore’s “Inconvenient Truth” had on climate science, and the one Morgan Spurlock’s “Super Size Me” had on nutrition studies might have another variation with blockchains and decentralised systems. This time, probably not pushed by a single legacy piece of work, but by a distributed pool of many. There has been, notably, some good content on the subject ([Blockchain and Us](https://www.youtube.com/watch?v=2iF73cybTBs), [Techcrunch’s Trust Disrupt Series](https://www.youtube.com/watch?v=m1sBurdHCNo) and [Status’ Ethereum Interview Series](https://www.youtube.com/watch?v=MgLmY9oedTM&t=5s) are some). **We aim to strengthen this movement.**\n#\n#\n# A first glimpse of “Around the Block”\n#\nAround the Block’s episodes are centered on people, but each feature multiple interviewees. \n#\nOur first teaser shows one of them: Sergio Demian Lerner, co-founder of RSK Labs, a man that has been the subject of many stories himself, regarding the New York Agreement on Segwit2x scaling for Bitcoin. Sergio is part of the vibrant Argentinian crypto community, and has voluntarily contributed a vast amount of work to bitcoin core’s security, before being hired by the Bitcoin Foundation.\n#\nWe had the chance to meet him at the Central Park, a day after the world found out a network worth more than U$30 billion would be put on his code’s shoulders. \n#\nThe video along this article is just a teaser. We’ll post some more, before deploying 6 episodes that constitute the series, along their full stories. The roll-out begins this autumn. Further interviewees include Gavin Wood (Parity); [Simon de la Rouviere](https://medium.com/@simondlr?source=user_popover) (ConsenSys); Viktor Trón (Ethereum); [Charlie Shrem](https://steemit.com/@charlieshrem) and Anthony Di Iorio (Jaxx); Alexey Akhunov, Aron Fischer (Colony) and [Alex Van de Sande](https://twitter.com/avsa) (Ethereum).\n#\n*Worth noting*: Around the Block will avoid taking political stances. As previously mentioned, this content is not focused on companies, brands and businesses exploring decentralized networks. It is, indeed, on the people who are building these networks. All we want to convey is a well crafted, cohesive and humane account of the most fascinating social experiment ever played on the internet.\n#\nStay tuned and make yourself heard - is there anyone in special you’d like to see interviewed? Join the Around the Block channel on gitter, follow Paratii on Twitter and subscribe to our video channel. Suggest names, get access to some extra footage and feel free to throw ideas at us. Finally, signup for the newsletter below if you fancy updates in your inbox :)\n\n---\n![Imgur](http://i.imgur.com/kXP57Iw.jpg)\n\n*Paratii (http://paratii.video) is an embeddable video player that aims to close the gap between browsers and the Ethereum blockchain, allowing for any internet user to participate on a conscious, decentralized and fair video distribution network. “Around the Block” is its original content debut.*",
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      "title": "Online Video Meets Decentralised Business Models: What’s Next?",
      "body": "_This article traces the influence of decentralisation in the world of online video distribution and its business models; presents alternatives brought up by blockchain applications; compares existing blockchain-based business models and offers a glimpse of this emerging market’s promise and potential size._\n\n--------------------------------------------------------------------------------------\n\nDecentralisation is at the root of the world wide web, purposely designed as an open and non-proprietary network. Even if the decades that followed Tim Berners-Lee’s creation saw the rise of tech companies, media conglomerates and regulatory institutions that arguably undermined the web’s original aim, the drive to decentralise remains a key propeller to major processes that shaped the internet as it is today (e.g. the transition to web 2.0 and the emergence of the sharing economy). As a demander of more than half of all internet’s traffic today, video consumption and distribution clearly evolve under the influence of this dynamics.\n\n![QATLAS.png](https://steemitimages.com/DQmRpR5AKBR4A29S1TYj7fbt9tVoSdmiLzgNs4WUjMuonBe/QATLAS.png)\n_Video's share of global traffic. Source: Quartz / Atlas_\n\nSince the 2000s, the field is controlled by a small number of corporations who’ve recurrently pursued to restrain the adoption of peer to peer content distribution mechanisms. Content producers got used to creating value for these centralised institutions, offering their material in exchange for free hosting and, in some cases, a fraction of the revenue they generate. This habit shaped the topology of the modern video (and data) distribution landscape: in 2015, video’s share of global internet traffic already surpassed 70%, and more than half of all transatlantic data flows relied on private networks.\n\nFacebook and Google account for practically half of all money spent on digital advertising worldwide — and I haven’t been able to think of other electronic or even print channels where such concentration was ever approached.\n\nAs Mr. Berners-Lee elegantly puts it:\n\n> “we don’t have a technology problem, we have a social problem”.\n\n---\n\n## The P2P movement embraces cryptoincentives\n\nOf particular interest for the field of video distribution are peer-to-peer file sharing systems, of which Bittorrent, with over 170 million monthly active users (close to twice as many subscribers as Netflix had at the end of 2016) is probably the best known example.\n\nThe BitTorrent protocol has been used as the basis for a number of content monetisation models and is useful to illustrate a spectre of them. In general terms, advertising-supported video-on-demand (AVOD) occurs where advertising is included as part of the content offered (i.e: Youtube); transactional video-on-demand (TVOD) happens when content is payed for whenever it’s to be watched or rented (think Apple’s iTunes); and subscription video-on-demand (SVOD) means a periodic fee is charged to allow retrieval from a catalog of content (for example, Netflix).\n\n![VODs.jpeg](https://steemitimages.com/DQmeJXdJjcFsHtzJexePvAzJknG3tG1dhJZWt8x7GmedFJT/VODs.jpeg)\n_3 main video-on-demand monetisation models: AVOD, SVOD, TVOD._\n\nBitTorrent has had difficulty in scaling on an enterprise level, from the Dropbox-like file sharing application BitTorrent Sync (later rebranded as Resilio) to the TVOD BitTorrent Bundles, until the addition of an ad supported free option made the Bundles program (rebranded as BitTorrent Now, now an AVOD platform) reach an audience of 200 million people. The Bundles service has benefited more than 30.000 publishers, which is certainly an achievement, but still far from Youtube’s estimated availability of over 100 million channels.\n\nHowever, regarding any of these cases, what the BitTorrent protocol lacks is a proper incentive structure: users are not rewarded in a systematic way for providing bandwidth and storage capacity, so the network must depend on the goodwill of its participants to offer both of these.\n\nThere are a number of projects that aim to use a blockchain for adding such incentives and creating a sustainable, non-censorable peer-to-peer exchange of storage and bandwidth. IPFS, Swarm and Storj are a few. Their developments will the lower barrier of entry to the market of online video, potentially spawning business models that count on more or less decentralised mechanisms also for their governance, financing, content policies and social features. In the next section, we’ll present an overview of 9 examples of these.\n\n---\n## 9 blockchain-based ventures that either are or might evolve into a video-driven endeavour\n\nAs the diversity of content monetisation models shows, there is no consensus as to whether advertising is an essential piece of the business model or not: some fiercely defend it, while others choose to avoid it at any cost. Blockchain-based businesses that either are or might evolve into a video-driven endeavour can be classified according to their expressed view towards this issue:\n\n**AdChain** is an Ethereum-based blockchain technology aimed at “significantly changing the way advertisers and publishers operate their supply chains and exchange ad impressions”. Blockchain “is used to provide a universal data set and common language everyone understands and trusts — becoming the single source of truth that all participants can access to work together and eliminate fraud”, which plagues the digital advertising industry.\n\n**AdBit** is an operational “Bitcoin & blockchain empowered ad network working with a ‘Smart Bid Auction’ and a real-time payment system”, in a completely transparent fashion to advertisers and publishers.\n\n**HubDSP** is an operational demand-side platform (DSP) “that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface”.\n\n**Mass Network** is a “decentralised DMP” that allows users to monetise their traffic and behavioural data as much as they wish to, through a browser plugin that blocks ads as default.\n\n![Mass.png](https://steemitimages.com/DQmRcbrmuHnx1cT4A9vWsNHQt3V4UnPSHywzKveMxwQdcA9/Mass.png)\n_A snapshot of Mass.network's browser extension._\n\n**Brave** is an open source, “privacy-focused browser that blocks malvertisements […] and contains a ledger system that anonymously captures user attention to accurately reward publishers”. **Basic Attention Token** is the tokenised “unit of exchange between publishers, advertisers and users, derived from — or denominated by — user attention”.\n\n**Livepeer** is a project that aims to deliver “a cryptoeconomically incentivized protocol and open media server for live video broadcasting, resulting in a cheaper, more scalable, and more decentralized live streaming solution than exists today”.\n\n**SingularDTV** is “a blockchain entertainment studio, smart contract rights management platform and video on-demand portal” that has successfully fund itself through an ICO in 2016 and is under stealth mode development.\n\n**Synereo** is “developing a series of tools designed to merge into a fully decentralised social network, further generalised into a universal, distributed computation platform. While the road is long, it is paved with applications offering functioning, real-world solutions that utilize AMPs, Synereo’s cryptocurrency, and provide them with backing”.\n\n![Synereogif.gif](https://steemitimages.com/DQmdQ21W1hRthA3Ki1dXXpD9wojxRYGV9WFewfVS5syopGN/Synereogif.gif) \n_Synereo's first released application is called **Qrator**._\n\n**Steem** is an operational “blockchain-based social media platform where anyone can earn rewards”, that has paid out more than one million dollars to its contributors.\n\nOf course, these 9 projects are at very different stages. A way of visualising this is by plotting them in a matrix according to their traction and funding. Most of our 9 picks are low-funded and haven’t gained much traction yet. On the right side of the chart, 4 outliers: **Steemit**, top-right, privately-funded, has +100K registered accounts and a market cap of dozens of millions of dollars. **Brave**, founded by father of the Mozilla Foundation and inventor of the Javascript, has generous private funding and a large user base to pave a market for its upcoming cryptocurrency. **SingularDTV** has raised U$7.5 million on its crowdsale and its on its development track with a growing community. **Synereo** has raised +4 million dollars and, after time consuming internal problems, recently began releasing its applications.\n\n![Traction and Funding.png](https://steemitimages.com/DQmNaDdffYYq2sdMPN9XHrE9PF4MweUwRyYB4pVJc78KFqb/Traction%20and%20Funding.png)\n_Comparing the amount of funding and traction in 9 blockchain-based projects. Some values are estimated, specially for funding._\n\nAnother way to compare this range of initiatives is by looking at more structural aspects, such as code orientation (from product to platform), governance mechanisms (from fully centralised to fully decentralised) and funding (from crowd equity to institutional equity). The matrix below draws inspiration from Doug Petkanic’s Token Powered Structural Rubix Cube:\n\n![2 Cubes.png](https://steemitimages.com/DQmQeS4FqNGs1ravbR2pbnW4sTMppY69zY2QXg9RWbyAMf3/2%20Cubes.png)\n_A comparison of 9 blockchain-based businesses that either are or might evolve into a video-driven endeavour according to their “code orientation”, governance and funding._\n\nIt is noticeable that two of the most of the successful initiatives have code closer to product-level, usually built upon Ethereum technology (**SingularDTV** and the **Brave Browser** / **Basic Attention Tokens**), while **Synereo** and **Steemit** have a product-and-platform (application or portal + own blockchain) appeal.\n\nAmong our 4 outliers, low friction adoption is unanimous. For the end user, **Steemit** is a just web platform accessible through a URL. **Brave** is a browser, that, once in use, handles all the crypto work. **SingularDTV** is building a web portal and already has a web wallet. **Synereo** has chosen a simple tool to monetise on top of Youtube links as its first deploy. **HubDSP**, on the other hand, requires completely switching from another demand side platform in use by advertisers (or combine both, which hurts the purpose of managing all your inventory in one single place), and **adChain**, still in early development, offers a similar prospectus.\n\nBesides the ease to use (choosing to build “on top of” something already widely adopted, such as the browser and its features), another common trait among the 4 selected businesses is their strong imposition when it comes to the monetisation model. Think of it:\n\n**Steemit** is adfree by principle, and operates under a hidden transactional model (you don’t pay for retrieving content, but upvoting and interacting with posts ends up diverging revenue to their authors from a collection of sources, whom you might be one of). On it, creators have no access to a subscription-based monetisation model or some ad-supported feature that might make their audiences earn even more rewards. **SingularDTV** has imposed a SVOD model from its beginning. **Synereo** has always been against ads, and **Brave** is the one that seems a little more flexible in this sense, by blocking ads by default, but allowing doses of it to come through according to user preferences.\n\nEvidently, these variations reflect not only different ideologies but also distinct target audiences (**adChain** caters to advertisers, so a basel model on ads is a must; **SingularDTV** aims at science fiction enthusiasts generally used at subscribing for content). An extra dose of flexibility, though, could be valuable for whichever intended public: whether you target advertisers, publishers, content curators or data farmers — why not let them decide how they want to monetise their stuff and pay for others’? Isn’t distributing the power of choice a core promise of decentralisation?\n\nAs a remark, I don’t believe these models are predatory to each other. Instead, they constitute an array of community hubs, targeting different segments, orbiting the core of this embryonic ecosystem that engulfs blockchain-based video-on-demand and cryptoadvertising. Most future developments, wherever they come from, will benefit various players and push the ecosystem towards collective maturity: **adChain**’s ledger for ad impressions (reportedly being developed with resources from Consensys, under the support of the Enterprise Ethereum Alliance) might serve a number of AVOD platforms. Identity solutions can be commonly leveraged. Tokens can be interoperable, and one can even think of a sectorcoin — but that’s already topic for another article.\n\n---\n\n## Market Potential\n\nThis article’s last exercise is to estimate blockchain-based video-on-demand market’s size.\n\nThe field is still tiny in comparison to the market of (centralised) digital video advertising, that amounts for U$18 billion dollars annually. But that figure alone is not even enough to paint a picture of the potential market that blockchain-based video-on-demand endeavours can tackle, since it leaves out other aforementioned monetisation models.\n\nGlobal data sources are scarce and even localised ones are very expensive. Different monetisation models are treated as separated markets, and Statista, for example, produces distinct outlooks on them, assigning the video-on-demand market a U$17.9 million dollars annually, taking into account only SVOD and TVOD businesses (other sources cite slightly smaller numbers for previous years). That sums up to a combined U$35.9 billion annual dollars for AVOD, SVOD and TVOD models, and is consistent with reports on the Asia-Pacific region that show an approximate 51% share of AVOD models, followed by 38% of SVOD and 11% of TVOD.\n\n![AVOD TVOD SVOD SHare.png](https://steemitimages.com/DQmQVoUe9QkgQenPGLQ2aEE262PbV5Sr5xASYqpe1rdH6gK/AVOD%20TVOD%20SVOD%20SHare.png)\n_Ooyala’s report on the APAC region expose the predominance of AVOD monetisation models._\n\nIt seems a safe bet to generalise the market potential of blockchain-based online video endeavours as an equivalent of this combined (and rounded up) U$36 billion annual dollars, roughly estimating half of it traces to AVOD, around 40% of it is due to SVOD, and one tenth stays with TVOD (SVOD is reportedly the fastest growing model).\n\nAn array of companies, platforms and services that these emerging players might replace or complement can be seen below:\n\n![viewniverse.jpeg](https://steemitimages.com/DQmWSaMi2sJxGA6msm7J1xULhYJKjmXDqvgshmon18znuhK/viewniverse.jpeg)\n_The “viewniverse”. Source: Variety_\n\nNow that we have the macro — a potential U$36 billion -, it’s time to find the micro — which value do the businesses we’re looking at already have? It shouldn’t be tough, since just a few of them have reported means of valuation.\n\nActually, the variety of stages our 9 picked endeavours are at forces us to look for different metrics when estimating their value (fundraising, market cap and revenue, for example). At the beginning of 2017, (still nascent) players who had somehow reported valuation probably were:\n\n→ **adBit** (recently bough by BitRush): ~1BTC earned per day = U$27k / month =~ **U$300.000 revenue /year** (they announced 0.8BTC when had 75K users, now have surpassed 100K).\n→ **hubDSP** (former BTSR): **U$114.000 in market cap** (in a year of life).\n→ **Mass.network**: apparently **raised U$395.107** in BTC and not many news since.\n→ **SingularDTV**: **raised U$7.500.000** in ETH and is under semi-stealth development.\n → **Steemit**: **U$36 million in market cap**.\n → **Synereo**: **raised U$4.825 million** in two separate crowdsales.\n\nSo we can very roughly estimate blockchain-based online video and cryptoadvertising’s market size at about **U$49(.134.10) million**, which is 0.136483% of our combined AVOD-SVOD-TVOD market’s estimated U$36 billion size.\nIn the end, the comparison is very illustrative:\n\n> all these decentralised initiatives amount to a collective present value that’s roughly 0.13% of the combined markets they might disrupt.\n\nWhat we have is basically a handful of organisations trying to reshape an industry a thousand times bigger, from within, by offering alternative services to players of this very industry, at different points of its business chain.\n\nEntities linked to video-related businesses historically have a love and hate relationship with anything P2P — will coordinated and consensual incentivization smooth away the fears of piracy and freeriding?\n\nIt’s certainly early to answer, but traction is building up. The main marketing tools of the aforementioned 9 blockchain-based businesses are still their own ideologies. Communities gather on Slack and Gitter. Meetups get organized on Facebook and hangouts are recorded on Youtube channels.\n\nIf it all goes right, it shouldn’t be too long until they can videochat over Synereo and have their own SingularDTV channels. The road is being paved. The audiences are thirsty for transparency: from fake news watchers to unfairly treated content creators, including fraud-fed advertisers. Whenever the grasses of the neighbours start to get green enough, the masses will follow.",
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