The report charts the value and trend of aggregating media and is a call to traditional media producers and 'content kings' to deepen engagement.
Two things in this report are particularly interesting.
First, the authors believe that what's known as the "paradox of choice" - you know, the thing where there's so much for us consumers to choose from that we pack up our bags and don't bother to buy anything -
will increase the value of "middlemen", or packagers of content that can appropriately filter out the noise and connect users with the content that appeals to their interests.
Then there's the point that one benefit of broadband video content is the ability to monetize eyeballs and clicks with video ads that
incorporate the "emotive power" and visual and audio qualities of traditional TV advertisement (albeit likely shorter in length).
Something weird, challenging and exciting is going on.
Received wisdom was once that 'content is king'. What the report suggests is that 'great content is' and the remaining cultural and commercial impact is in 'filtration'.
This starts to put in to a new context the extending role of architects, producers and packagers in the design and delivery of all sorts of things, including public services, SIV-lites, pop charity (Bono) and friendship (Facebook).
Is 'aggregation' what the butler does in a personalised service economy?
The other thing is that since the 1990s, assumption has been that we live in a 'Three Minute Culture': something that pop promo directors have loved and the intellectual cogniscenti have decried and which has served to clear out a lot of the boring, ponderous stuff in broadcast media.
But the idea that as broadband video prevails, so will traditional TV qualities is plain silly.
If you're like me, anything on You Tube over one minute ten seconds is boring. And aggregated consumption is not just about filtration - it's about readjusting your attention span.