Consumers Becoming Producers: Social Influencers Are Increasingly Participating in Online Video Distribution

The dividing line between media consumption and production is eroding as culture becomes more and more configurable. The digitization of media allows users to create, re-configure, re-mix and share music, video, images and even video games. Video consumption is no longer a passive act, as audiences increasingly play the role of producer as well. How is the distinction between consumer and producer evolving?
Are “influencers” both active online video consumers and producers?