It is very interesting to note the slow (but sure) change in how large media companies react to YouTube - from complaining and asking for items to be removed, to now asking for a cut of the ad revenues ;

In the last few months, CBS, Universal Music, Lionsgate, Electronic Arts and other companies have stopped prodding YouTube to remove unauthorized clips of their movies, music videos and other content and started selling advertising against them.
...
"We don’t want to condone people taking our intellectual property and using it without our permission," said Curt Marvis, the president of digital media at Lionsgate Entertainment, which owns films like 'Dirty Dancing' and the 'Saw' series of horror movies, "But we also don’t like the idea of keeping fans of our products from being able to engage with our content.” he said. “For the most part, people who are uploading videos are fans of our movies. They’re not trying to be evil pirates, and they’re not trying to get revenue from it."

Echo's of the PotterWar saga ?