Instead of railing against how consumer-generated content is eating into audience share, media companies should embrace that content, writes AdWeek in reporting thre results of an Accenture study.

The conclusion comes from a survey of 110 media executives on the topic. 57 percent said the growth of people creating their own content is among the top challenges they face. 68 percent of respondents believe they'll soon be able to make money from such amateur ventures, either through ads or sponsorships.

According to 53 percent of those surveyed, short form video will see the highest growth in the next five years. Video-games was next at 13 percent. Full-length film and music were picked by 11 percent. Consumer and business publishing rounded out the guesses for biggest growth with nine and four percent, respectively.