"Rise of Web Video, Beyond 2-Minute Clips" you should check it out here.
The "web" as new media is in a constant (non)state of dynamistic flux.
To say, "this is how the web works," or "thi sis how communication takes place online," is a guarantee of obsolescence.
Here's a notably quote from the article: “A few years ago, three minutes ‘watching’ your computer felt like a novelty; now, it’s as familiar as your television set.”
Perhaps more than old media, new media as compositional space is chimeric and chameleonesque - never allowing haunches ot be rested upon!