The analyst firm expects to see network entertainment providers shift from being linear programmers to become creative forces working with media titans such as Google for the "viral" delivery of their programming.
The Google Video Store, which opened on 6 January, offers the choice of buying or renting first-run and classic TV and video content.
As part of its service the search giant will offer elements of a media delivery infrastructure, including a publishing platform, payment mechanism, content protection and standalone media player.
"Google is offering key elements of an end-to-end ecosystem that provides an on-ramp for publishers, flexible options for consumers and a transaction business model for content creators of all strata," said a new report by Gartner analysts Allen Weiner and Mike McGuire.
"As with everything in Google's vision of the world, search is the front door to the video experience."
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