I’ve often debated with myself who’s responsible for radical changes in online-video consumption and advertising. Creators? Marketers? Agencies? Media properties?

I attended a recent iMedia Connection event, and found out an unlikely decision maker that advertisers and marketers agree will be the real driver of change. Um… you. See the chart below. You as the online-video consumer will decide.

Now I don’t think we can expect online-video creators to identify new ways they’d like to be interupted with ads, but this does serve an important point. If you hadn’t decided you wanted to share and view videos on YouTube, there wouldn’t be much of an online-video ad model.

So what’s next, viewer? Tell the marketers and the agencies. They’re watching and waiting.