12:40 PM -- YouTube is developing a self-service model for its movie rental service, Hunter Walk, the site's head of product management told Media Post.
Under this model, users would be able to upload their content and rent it out to other users for a fee.
YouTube already allows users to profit from their videos through advertising -- via its YouTube Partnership Program -- but this is the first time it has enabled them to charge viewers.
In other YouTube news:
The number of advertisers using display ads on YouTube has increased tenfold over the past year, Bloomberg reports. Google's overall display ad revenue may hit the $1 billion mark this year, according to analysts.
Mysterious music video poster iamamiwhoami has become a YouTube sensation, as the media speculates on the masked artist's identity. (Guesses range from Christina Aguilera to Trent Reznor.) Accompanied by a bizarre, and significant, marketing push, iamamiwhoami has posted nine videos so far since December, with the latest (below) going up on YouTube yesterday.