Video site YouTube has today started to share ad revenues with the creators of some of its more popular channels, including Lonelygirl15, LisaNova, and HappySlip.

The channels have been chosen from the ‘most subscribed’ lists, and the company is portraying the move as a way to allow amateur content providers to compete with the major TV networks.

According to the YouTube blog, the channels have…

…”built and sustained large, persistent audiences through the creation of engaging videos, their content has become attractive for advertisers, which has helped them earn the opportunity to participate on YouTube as a partner.”

YouTube said recently that it had also been testing pre and post-roll ads with a view to introducing them in the summer.

The company said it will consider other users for the scheme.