Now there is no greater fan of Google's YouTube (bought for over 1.6 billion usd in 2006) than yours truly.
It has, and is, a fantastic platform for Video and a great resource used by publishers and public alike. It has actually allowed and fostered freedom of expression and especially in countries where there's no other free media outlet.
However YouTube is, and wants, to move into the TV arena and I've always said that YouTube will be the biggest global TV player when it gets structure.
However, that's the problem - structure.
In particular, what will make YouTube a broadcaster, is good content as it moves more and more into that broadcasting space. Attracting good content is now the issue as it tries to shift from what's called its "experimental" stage.
Content makers get paid by YouTube from Advertising and a lot are unhappy about the revenue they're generating.
Firstly, the problem is supply and demand. Simply as YouTube has more and more and more Video by the second (literally), the amount of Ad money to share around is less and less. Too much supply outpacing Advertiser demands.
Secondly, and the bigger issue, is Ad rates.
YouTube's "cut" on ad rates is too high. At the moment it's circa 45% but that leaves content providers with a cpm (cost-per-thousand-views) of about 2 Dollars. Which in turn means that if your Video is watched 1 million times (very high), you generate 2,000 Dollars (very low). If you generate a thousand views (which is more likely and considered "good"), you make 2 Dollars.
Most of those quality video makers aren't happy with that revenue and with other Video sharing sites like Vimeo, are looking at those options especially when it's about quality content.
The likelihood therefore, is that you'll see good content disappearing from YouTube unless they re-consider their rates. And that's a pity because, as I said, they're pioneers but Video makers have to eat too.
If it remains as a site offering cat and dog videos, it will never be the TV type broadcaster it aspires to be. And it will leave room for other video sharing sites to fill the void.
The Video market is maturing.
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