I've always thought an auction type business model would work for online media. A content creator puts his work up for sale at a certain price to one or many people willing to buy it. Once those individuals purchase it at that price they turn around and resell it at a lower price to more people. As the reselling continues the price drops very quickly, and everyone up the chain buying/reselling makes a small profit. The last people to buy the video would end up paying a very low price. You might also have to implement some kind of proof-of-bandwidth protocol since some people might be willing to pay for a faster download.