A NYT article has revealed that many media companies formerly averse to showing their content on YouTube are now taking advantage of the coverage. They are using the videos to advertise future films and other efforts.
We may finally be seeing a beginning of an end to copyright wars. Even if the videos aren't used as advertisements, they often lead to the popularity of a show or movie. Flight of the Conchords had immense viewership growth due in part to HBO's non-efforts to stop the videos from floating around YouTube. I'm all for free video in exchange for targeted media advertising. Consumer 'theft' guilt will be alleviated, and profits can be made by the media companies. Looks like a win-win situation.