The lady doing the cooking channel on YouTube: her skill is preparing food and that skill can be tranferred into starting a cafe or small restaurant. She can use her channel as advertising for her own business (as opposed to advertising other businesses.) It's different than writers and artists who only produce culture. (The skills involved doesn't transfer to a bookstore, or local small business.) Otherwise, I had a similar observation. Media corporations are the big business in video production for a reason, and there isn't much money involved in creating videos as there is in distributing propaganda.