Television and video are changing. The Emmy Awards are still called “TV’s biggest night,” but it’s more likely that you watched this year’s big winners streaming on your laptop, tablet, or smartphone than on traditional broadcast TV. Streaming-only services like Netflix and Hulu continue to make inroads in every major category, while HBO remains a juggernaut aided by its own streaming service, HBO Now.Streaming services are even luring TV’s biggest names with the creative freedom and flexibility they offer over the traditional broadcast model, with Shonda Rhimes announcing her move from ABC to Netflix.

A new book by YouTube’s chief business officer details his time on the front lines of Netflix’s transition from DVD rentals by mail to becoming a major content producer in its own right, a move that was inspired by the power and potential of YouTube from its earliest days. And they keep working to find new ways to improve: last year, Netflix gave us insights into their content optimization, showing how A/B testing graphics affects what people watch.

With a recent study finding that 60 percent of young adults in the U.S. primarily use online streaming to watch TV, it’s no surprise that when the iPhone X was announced last week, one of its main features was a supersized display and improved image and video quality.

What does this mean for you? Video is (still) key. You might not be launching a new show, but integrating video into your product launch, campaign announcement, or advocacy effort will greatly enhance your initiative. It will draw people in and give you an opportunity to provide more substance–or personality–into your effort. Be smart and creative, and you’ll like what you see.  So will your audience.