The "you" in YouTube

A unique video of a cat playing the piano has topped 20 million YouTube views

Despite YouTube with the slogan "broadcast yourself", the most seen clips are often videos or those featuring celebrities of the internet, which many now earn more than $100,000 per year.

And with the website invest more in living and professionally produced content if its amateur origins?

In September 2006, a student of Philip DeFranco put in place a YouTube channel to share his thoughts on the news and show business.

Five years later, the Philip DeFranco show has more than 1.5 m subscribers and fresh, by his own estimate, $25,000 per month to run.

Philip company employs now 10 employees, five work to his account YouTube.

And it is not prepared to discuss the exact figures, he pays him a salary of $60,000 and $ 100,000 (35 000 ￡ in 60 000 ￡) and it says that "some people were able to do [$ 100,000] a month a regular thing". "."

Things have changed for YouTube since the days where he seemed to be known only to the videos of cats playing piano and people down holes. Now, users are more likely to be found watching a program of Channel 4 or Justin Bieber clip that its more traditional production.

Indeed, half of the 10 clips seen above of all time are by Justin or rap star Eminem.

The owners of YouTube are eager to implement the site among the major broadcasters. The transition began with special events through 2009. More recently, its live streaming services have been significantly expanded - including the royal wedding coverage.

The company is reported to invest 100 million (￡ 60 m) in original content of the commission and roll about 20 hours of live programming per week.

The site, thought to change the way television works, is now looking to borrow the ideas of the models revenue established TV.

And budding stars of the internet are offered a share of the cake.

YouTube spent another significant amount of money acquisition next new networks, a company "Champion for the next generation of creators of the show, helping build their audiences, capabilities, and the paths to revenues." It is now known as following YouTube.

The company will be "concentrated on supercharging content on YouTube creative development", its CEO Fred Seibert said in a statement.

This means that YouTube, wants the videographers to improve and increase their audience which, in turn, will increase advertising revenues. And the site wishes to emphasize the importance of view clips and streams from the PC screen.

YouTube accounts for one in five visits to a social network of users UK

"The way in which people watch videos on YouTube is transforming as technological change", explains Patrick Walker, European Director of partnerships at YouTube.

"See us people looking in great numbers on the PC - 2bn views per day - and now we have over 200 m, views per day on mobile phones." We believe that more and more people will also be watching on television that several of them are connected to the Internet.

Theses figures make YouTube the third most visited site in Britain, according to analysts Hitwise.

And several average visits more revenue - the company should be $1 5.3 (800 m ￡) in 2011 and $1. 7bn (￡ billion) by 2012, Citi analyst Mark Mahaney.

YouTube sharing revenue in a partner scheme, where about 20,000 original content producers earn a percentage of advertising revenues. With an amount regarded as more $400 m (￡ 250 m) distributed to them each year, it can be a lucrative business.

"We say publicly what is the share of revenue, but the majority of the money that comes advertisers goes to the partner, says Walker.".

"We have a standard revenue share but our company is only successful if our partners succeed so it is very important to us that they are happy with how their content is presented and the terms of the company.".

"When register us a partner, it is just the beginning of the work, this makes the success which is our fundamental objective".

But the presentation of YouTube is less like traditional TV where production values are held in high esteem.

Online clips are often pressed on and then shared the interest and enjoyment rather than on the quality of the registration or modification. This is something that many people think should not be lost.

"Their whole model is based on persons submitting their own video - this is what is established," explains Mark Smith, Director of digital media at Conrad advertising.

"They don't want, in my view, totally move this model videos only blank and polished." "What they want to do is get a balance between the two."

And it is a feeling that YouTube itself believes in.

"What we are doing is really adding to the experience that we do are not replacing anything," said Walker.

"Because we have all of the programs produced by Channel 4 and the 4oD also on YouTube do not mean that it is a great experience for fans who want to share their skills." Our job is to try and make available to the largest possible array of content and allow users to decide what they want to watch.

"Some people want to watch Olympic highlights, some people want to watch an elective, some want to see a cat of skateboarding, so we want to just create the greatest opportunity for everyone is by downloading and looking at value."