YouTube is in danger of being upstaged commercially by a smaller upstart backed by News Corporation and NBC Universal as the video-sharing site struggles to make its massive global audience appeal to advertisers.
Hulu, a video site showing only professional TV shows and movies, is forecast to draw level with Google's YouTube in US advertising revenues next year.
The feat suggests traditional media companies can make money online without having to cede control to Google, as the music industry did to Apple, whose iTunes music store dominates the digital music market.
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