YouTube recently announced that it's made a deal with Sony Pictures, CBS, MGM, Lionsgate, Starz, and the BBC to show full-length films and tv shows on YouTube. They'll be supported initially with advertising, as everything else on YouTube is, with the possibility of micropayments in the future.
I want to believe this is a mature step by the television and film industry, recognizing that the game has changed and they'll need to change if they want to remain competitive. However it's probably too early to call this a sign of a change in behavior. It's more likely a tentative exploration of ways to co-opt the popular video service as an advertising tool rather than jump fully into the future of content delivery.
(CNET via PSFK)