2 main ways. - consumer pays $5 to upgrade viewer to editor because it is a useful tool. - banner advts where media player is playing.

Theoretically if only 0.1% upgrade, and you have a website that is 1% of youtube traffic - 660K unique visitors per month, then you would have about $1.6M per year for that website. Of course, I am mindful of the "China Coke problem" - where we pick large enough market numbers to get overly optimistic projections.