用户规模的逐渐扩大和网站视听节目规制的相对宽松，推动了2012年视频观看超越搜索成为互联网第一大应用。在原创节目领域，媒介生产主体日益多元化，分析其生产机制，笔者将其归纳为从家长制（制作者主权为中心）向消费者制（消费者主权为中心）的体制转换，不同生产主体各自保持其本色参与节目制作链，并在互动中交叉渗透形成了动态的参与式的媒介生产网络。

        As the expanding of the user scale and the moderating of regulation on online video program, video-watching has become the most popular application of Internet by exceeding searching. In the field of video programs produced exclusive for Internet, the media producers are becoming increasingly diversified. By analyzing the mechanism, this paper divided it into paternalism and consumerism, in which the former is producer-centered and the latter is consumer-centered. Each maintains its own distinctive character in program producing chain and generates a dynamic participatory media production network by interacting and cross-penetrating.