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I think all the news coverage they have been getting in the last few months has helped their popularity, however I think eventually they will slow down because more and more people will sue to get their content off the site and youtube will be left with nothing but user generated stuff and that can get old kind of quick. The massive amount of clones coming out doesn't help.
However, I think this will take a little while. They are still the name brand in video right now.
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