And of all the content delivery networks they are one of the more equitable ones in terms of monetisation (I’m looking at you TikTok). I’m sure creators get more income per view on platforms like Nebula but it’s hard to get the scale of reach of YouTube.

Of course I hate ads, but I pay my Premium fee to avoid them safe in the knowledge creators get a bigger slice of revenue per premium supported view vs ad supported. I also wouldn’t give my kids access to YouTube without something to stop the ads.

I’m all for alternative distribution channels but for creators to get paid they will need to run ads, more brand integrations or have some sort of subscription setup. Most people can only avoid to sponsor a small proportion of the content they enjoy.