There should be absolutely no doubt that, for the ultimate in video entertainment, one need only look as far as YouTube (News - Alert). More video shows up there in a typical day than there are hours in that day to watch it all, and by some reports, there's actually more video arriving in a month than most could watch in a lifetime. While YouTube has offered up this dazzling panoply of epic fails, adorable animals, gifs with sound, and more with naught but ads to support it for some time now, reports suggest that YouTube is considering a paid-subscription model to help rally some more cash to YouTube's side.

The first thing that some viewers may be thinking is that YouTube may well be going the way of Netflix, with only paid subscribers getting in on the action. Word from YouTube's current head, Susan Wojcicki, should put those concerns to rest, however, as the company is said to be only considering adding the option, not erecting a permanent paywall. Wojcicki reportedly noted that giving users the option to watch YouTube sans advertising would not only allow more choice and flexibility for users, but would be particularly welcome for those who watch YouTube via mobile devices.

YouTube actually does something similar to this already within individual channels, allowing for these providers to offer up subscription content, and that prompted Wojcicki to consider the option for YouTube itself. As Wojcicki noted, media over time is prone to offer both ad-supported and subscription options, so why should YouTube be any different in the end?

Wojcicki also went on to note that the subscription-based music service was likewise set to show up, and fairly soon, if Wojcicki's optimism doesn't prove misplaced. That would be similar to how the whole site would run; there would always be music available on YouTube, either with ads or with a subscription option, so why not extend that model out to YouTube?

It's a smart enough idea; for those who want such an option, making it available is likely to drive that interest. It would no doubt be welcome for those who view video on mobile devices that are often subject to rather narrow bandwidth limits to not have to expend any more bandwidth than is necessary, and getting the advertising out of the picture means more bandwidth that can be devoted to video watching. Meanwhile, those who are less sensitive in terms of bandwidth need can continue to watch videos with advertising as it sits. It's the kind of option that ultimately allows for more and happier users, as everyone's particular conditions are considered and for the most part accommodated. YouTube's advertising as it is isn't exactly troublesome; one brief ad, with the option to skip the longer-form ads, commonly allows for advertisers to access the market, and for the market to get more rapidly on with the business of enjoying the videos found on YouTube.

Only time will tell just what ultimately comes to the fore, but pretty soon, some of us may well be making monthly payments to YouTube and having a whole lot less advertising in our lives.