“The challenge for YouTube is to become more advertiser-friendly without sending too many of its 38 million-plus monthly visitors looking for the exits. Its mostly young audience is easily turned off by hard-sell advertising, industry executives say. “This type of audience that YouTube attracts is very, very fickle,” says Chad Stoller, executive director of emerging platforms for Organic, a digital marketing agency owned by Omnicom. “It is very much a ‘What have you done for me lately?’ audience.”

(via the Wall Street Journal)

What it means: I think advertising appearing on YouTube is not what will make users run away. The disappearance of copyrighted content will. As Jason Calacanis said a year ago, Youtube was built on copyright infringement. Watch the rise of DailyMotion, the heir to the video throne.