Whether it's Snapchat or PewDiePie – the internet is always spewing out hype-shrouded phenomena, often understood exclusively by Gen Z. The latest is Periscope; one in a slew of apps that let users film live-streamed video from their smartphones. Do we really want to watch someone film a video selfie?

The screenshot is how you save a digital memory. From displaying autocorrect errors to dodging Twitter’s character limit, it has become an easy and intimate way to communicate online. But what are the implications for brands? And what do they say about the users that share them?

While YouTube is the undisputed leader in online video, Facebook gets 1 billion video views every day. In an attempt to highlight this, in August 2014 Facebook integrated a play counter into its video player - trying to snare the attention of potential video advertisers.

Did YouTube kill the Hollywood star? In the second installment of this two-parter, we look at why Gen Z value the talents and opinions of their digital peers, what services they are flocking to and how a shift towards user generated content will affect the future of media production and distribution.