As video escapes the confines of TV, the platforms are leading the innovation charge and media companies are suddenly playing the supporting role.

Led by Facebook, those mobile pennies have graduated into dimes with no signs of slowing down. What’s even more surprising is we’re seeing early signs that the value of a mobile user is greater than a desktop user.

Video is no longer a 16:9 media format that you have to “play.” It’s just the experience.

“The future of television is apps,” said Apple’s Tim Cook before unveiling the new browser-less Apple TV. Which got me thinking. What if there was an alternate reality where apps were the original TV channels?

These are going to sting a little. You ready?

One of the biggest challenges of understanding mobile is realizing how fundamentally it changes how we think. Mobile is not just a new design or distribution channel, but a new way of life. Vertical video is a great example.

YouTube and Netflix created the first wave of online video on the desktop, and now Facebook and other social apps are making the second wave on mobile.

In March of 2013, Facebook CEO Mark Zuckerberg proclaimed, “We want to give everyone in the world the best personalized newspaper in the world.” You’d think a statement like that would stir up the press, but it made barely a blip.