I recently wrote about a trend within the music industry that sees a shift away from illegal file-sharing towards streaming models being offered by sites like YouTube, Pandora and Spotify. And while this is by no means a sign that piracy is a thing of the past, it represents a change in attitude that presents these companies with a rare opportunity to build an audience. This will require an enhanced model that offers improved services such as better content, smarter searches and social functionality.

This comes on the heels of a new agreement reached in the US between these providers and copyright holders (musicians and record labels) that ensures the continued existence of these services. As the Guardian reports “The new model offers different licences depending on the size of the company. Sites earning less than $1.25m in annual revenue will pay up to 14% of revenue in exchange for streaming rights. Larger companies, like Pandora, will pay either 25% of revenue or 0.08 cents per song. This per-song fee will rise to 0.14 cents in 2015. All licensed websites will pay a minimum annual fee of $25,000.

When taken together, these two announcements point to the need for innovation within the online industry both to capitalize on greater public interest while continuing to generate revenue through some combination of sales, subscription or advertising model. One such company that hopes to set itself apart is Clikthrough, an interactive video and analytics startup that recently secured $1 million in Series A funding.

Clikthrough’s technology provides users with the ability to click on anything that they see: “products, people, places and more. Once you click on a “hotspot” you will see information about the product to the right of the main video screen. Clikthrough lets you see how to purchase to an item; user comments, how to save it to a wish list, as well as live chat, rating and sharing features.”

While still short on content, the site has struck deals with Sony and Universal to license more videos from popular artists. The company has also added a customized iPhone site for mobile access along with analytics tools which track behavior and metrics. If they can continue to package dynamic content with a solid interface, this will be an interesting one to watch.