Content creators like The Viral Fever ( TVF ) or ACL India Bakchod ( AIB ) have been making advertising deals independently for their content and not through Google ad sales. YouTube has a subscriber base of a billion people. It is exposed to this revenue leakage. It has now asked content creators not to directly tie up with advertisers. A person uploading a video has to declare now all commercial tie-ups. Content creators were violating the guidelines. Still YouTube allowed it in view of the huge traffic content creators like TVF and AIR drove to YouTube. That helped YouTube to acquire advertisers. YouTube makes $ 7-$8 billion globally. Their problem is not revenue but the dearth of content creators. They are now investing in content creators. Online video space is growing rapidly on the advertising side.