Yeah YouTube is a bit of an anomaly with direct monetization of the stuff. You could do it in roundabout ways with Fakebook but YT it's direct which is cool. My wife runs quite a successful small business and the main driver of it is connecting and talking with people on Fakebook so there's certainly components of that there.
As for people looking towards something like hive, I think it could capitalize on censorship and distrust of the centralized ones.