One third of the content being monetised has come from unlawful user uploads, the content owner has chosen to keep up on the site in exchange for an advert being served. And two thirds of the videos making money are uploaded by the content partner themselves. YouTube is selling the majority of the adverts around the content – unless a special arrangement has been negotiated, as with the recent Channel 4 deal – which will see the broadcaster sell the adverts around its own content.