YouTube took the opportunity at this week's Broadband World Forum in Amsterdam to espouse the virtues of circumventing traditional big media channels to distribute video.
If left up to content owners, "the middle-man has to decide what's going to be popular…[and] it stops the spread of local ideas, local content," said YouTube's product marketing director Hunter Walk, during a keynote speech on Tuesday.
"The people who think something isn't going to be popular – usually they're wrong," he claimed. "Put your content on YouTube and let the audience decide."
As much as YouTube claims to be cutting out the middle-man, its parent Google sees the appeal of just such a role. It has been busy this year setting up dedicated studios all over the world in a bid to produce the kind of video content that will attract big-spending advertisers.
Back in Amsterdam, Walk also shared his vision for a future in which YouTube users do not have to stop and consider the technology that underpins the service.
"They shouldn't have to think about where the video is stored, whether they should access it on their phone or wait until they're on WiFi," he said, adding that high-speed Internet will ultimately make this happen.
"None of this would be possible without broadband," he concluded.