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Writing in The Wall Street Journal, Peggy Noonan called the speech "strong, thoughtful and important" and noted that its rhetorical style subverted the soundbite-driven coverage of contemporary news media.[41]

Beyond the content of the speech, some media coverage focused on the manner in which it spread through the Internet. Video of the speech "went viral," reaching over 1.3 million views on YouTube within a day of the speech's delivery.[71] By March 27, the speech had been viewed nearly 3.4 million times.[72] In the days after the speech, links to the video and to transcripts of the speech were the most popular items posted on Facebook.[72] The New York Times observed that the transcript of the speech was e-mailed more frequently than their news story on the speech, and suggested that this might be indicative of a new pattern in how young people receive news, avoiding conventional media filters.[72] Maureen Dowd further referenced the phenomenon on March 30, writing in her column that Obama "can ensorcell when he has to, and he has viral appeal. Who else could alchemize a nuanced 40-minute speech on race into must-see YouTube viewing for 20-year-olds?"[73] By May 30, the speech had been viewed on YouTube over 4.5 million times.[74] The Los Angeles Times cited the prominence of the speech and the music video "Yes We Can" as examples of the Obama campaign's success in spreading its message online, in contrast with the campaign of Republican (then) presumptive nominee John McCain.[74]

"What we tried to be on YouTube was the actual television show," says Joe Rospars, the Obama campaign's New Media director.

That would explain why Obama first used his channel to respond to the Rev. Jeremiah Wright controversy and later to break the news that he would forgo public financing for the general election.

McCain had his "Bomb Iran" moment, which folks were reminded of well into the presidential debates. Obama had the Reverend Wright clips, which forced him to address his relationship with the preacher and eventually renounce the man.

"After that, I think the assumption was that this was going to be a gotcha medium," says Steve Grove, YouTube's news and politics editor.

When the election ended, all YouTube videos mentioning Senator Obama had received a total of 1.9 billion views compared with Sen. John McCain's, which got 1.1 billion views.

Obama's YouTube channel alone were watched the equivalent of 14.5 million hours, with McCain's channel racking up about 488,152 hours

John McCain gets BarackRoll'd at the Republican National Convention.By Hugh Atkin and Alastair Corrigall.