How fast do you want your data?
Media is becoming snippets of entertainment. Don't believe me? Check out a few Ted talks or simply watch something good on youtube. The reason I can say this is because the Internet is letting people choose their entertainment on demand. They watch, read and play what they want when they want it.
But since there is a lot more media available then you can ever consume in a lifetime people are choosing to experience what they want now. We see short funny clips, but we might spend hours watching such clips. We also watch high quality TV-series or a new blockbuster movie but not nearly as much as we check blogs or mail.
The point is, media is getting smaller, quicker, more effectively made for individuals. We can either use that knowledge to create content that will appeal to the new customer behaviour or we can fight it and say that the people using content this way are just tech freak pirates anyway.
The early adopters are not copies of the next generation of media consumers, but they do show the trend. It has been that way for the past hundred years with Radio, Cinema and TV. Why would this trend be different?