Google also seemingly hasn't been trying very hard to make Youtube profitable. Spotify has a free tier, but you only get the "standard" 160 kpbs bitrate, as well as ads. To get the "extreme" 320 kbps bitrate you need to subscribe. Youtube could have easily restricted 720p and 1080p to paying customers, but didn't. I think now it's too late for Youtube to reverse their decision on that without some backlash.