Ideally, an existing or a new competitor will fill the void. I really like YouTube and I realize there are viable alternatives, but web video often feels like more of a monoculture than it should be.
You can't effectively compete against YouTube for this particular space (which is why even though there are alternatives it still feels like a monoculture): the reason that website exists is because Google has a sufficient monopoly in search advertising that they can afford to dominate any other market they want by operating well below cost. Supposedly they finally got YouTube profitable (at which point you can just view YouTube as a legitimate investment), but this was after years of running the website at a loss of hundreds of millions of dollars a year.
