I think that they are focusing on video content to try to differentiate themselves from coins like Steem that monetarily reward user content. There is a key difference between Steemit and LBRY, which is that payment is voluntary on Steemit in the form of upvotes, whereas LBRY is more like a store. With LBRY, the most purchased content goes to the front by design, so all the spam naturally ends up down at the bottom. LBRY also seems to preclude the use of thousands of accounts to fake massive viewership by verifying users by credit card.