BecomeMe

Alternative take: Google have deliberately run the platform at a loss using their vast wealth and market postion to destroy all competition and capture the market. Youtube is now the only viable mass-market facing video hosting platform left and has been for a while. Now they have a de-facto monopoly for the type of content they host, they're trying to monetise the audience. Enshittification has begun.

Perhaps worse they have prevented competition as the business model is basically broken - people now don't want or expect to pay for that kind of video on the internet, nor do they want to watch ads. But maybe Google forcing people to watch ads will rebuild the expectation of paying for what you consume on the internet rather than it all being "free" because you are the product.