YouTube is cutting its own throat in the name of greed; they are now trying to convince viewers to pay some 12 GBP per month to go ad-free. Given they get all of their content for free and have zero creation costs, they deem they can charge more than Amazon prime or Netflix, who do have to pay for the production of the content.
Yes, they do need to make a few quid to cover costs, but a less intrusive advertising model would work better; this recent move and the increased saturation of their videos with ads is driving people to Rumble etc. This is pure greed and a massive miscalculation on their part.