If you think you have seen the world wide web development, think again.
2.0 ain't nothing to 5.5 that is in our way.The news about Youtube starting to give share of ad cash didn't bring much attention to marketing community. Microsoft buying Yahoo just seemed bigger news. Yet what Youtube started is much bigger. We have even discussed this once in a project COW. Possible impacts are amazing and can have major influence on TV, sport networks, culture in terms of income.
Youtube is opened scene where the best authors (not necessary good artists) can get the attention of masses of fans. And that's all a good author should need for a nice living.
Let's put it this way. This is a video that has 432.419 views by the time of this typing:
Costs of creating this video? Change money. Just for fun, let's suppose that 2% of the viewers clicked on an ad that came up on this site at the moment of playing it. And the price of the click for the advertiser is just some below average 0,2 €. Outcome? 1.728 €. Question is of course how much of this can an author get?
Even bigger opportunity here goes for the sport clubs. How much can FC Barcelona get for exclusive video of the training? Here's a video that was watched for 20,724.332 times:
1% clicks at the price of 0,1 € = 20.724 €. Full potential of this is of course deliberatly lowered. And how many such videos can FC Barcelona produce in a week?More than we can watch? 
Even FC Maribor can have some money out of this. Perhaps even more then some sponsors give them. All they need is a digital camera that can record a video at 640 x 480 px. Recording can be done by some young enthusaistic fan that has a spare seat in the stadium later. For the fans it does not matter who was the director, editor, supereditor or whoever that made the video. 
While most have seen Youtube as a "social media" site, they made a super-step forward. It became a media like TV. The "only difference" is that Youtube has milions of authors for milions of target groups. And milions of advertisers. 
Next step? The finished and closed shows of the famous worldwide theaters. Not for free. Can you imagine watching the opera from Sydney that you will never be able to see live? 5$ ain't nothing to see it. Go Tube it!
Dušan