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There's a lot of options to make more revenue, that they haven't done yet.
1. Limited amount of views for non-registered users.
2. Short commercials before you can watch the video's (maybe for one out of 10 video's to reduce it's annoyingness)
3. More banner advertisements on the site
4. Weekly/daily newsletter with advertisements
5. FPA before you can access site (like many sites do nowadays)
I'm not a master in marketing, but I'm pretty sure all of these and more could work well.
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