Cory Doctorow posted a few months back about the process of Enshittification.
1. First you create a great service. You lock in users and advertisers. Users are dependent on the content. Advertisers are dependent on the users. This crowds out the competition.
2. Once they are locked in, you leverage the suppliers to squeeze more money out of them.
3. Then, then you leverage the users to squeeze more money out of them.
We're in that third stage with YouTube. Google has *content* going back 20 years. The only way to access that content is to go through its gauntlet of irritating ads, or play cat-and-mouse games with avoiding ads.
The open-source alternative PeerTube is interesting, which is on the same "Fediverse" network as Mastodon. Anyone can spin up a PeerTube server. However, storing videos is somewhat expensive. But if enough people do it, the costs go down. I would much rather pony up $5 or $10/month to own my own video hosting space, rather than $12/month giving to Google!