Google purchased YouTube for a huge sum of money in part because of the massive amount of traffic the video site has. So far, Google hasn't been able to come up with a way to monetize all that traffic ideally. That means that Google is leaving money on the table.
Advertisers are not flocking to place adds on the videos streamed from YouTube because most of the videos on the service are made by individuals and big advertisers aren't keen on putting there brands with content that might be poorly made or in poor taste. One of the ways that Google hopes to lure more advertisers is with higher quality content made by pros.
Google is reportedly in talks for a movie streaming PPV service for YouTube with major studios in Hollywood. The service would reportedly cost about $5 per movie for end users. If the rumors prove to be true Google and YouTube would be in direct competition with Apple and other streaming services like Netflix.