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.