Commercial video content is great, actually, and should be allowed and encouraged.
Samual, Xonotic dev understands very well that media by YouTube commentators is an extension of the game. With their witty and interesting commentary, they add value to the experience.
Nintendo is a very infamous example of how proprietary game companies can really hurt gaming media. They used to routinely take down videos or disallow people from recording gameplay, especially around the time of release for one of their games.
By contrast, Minecraft has thrived and has become the
best selling PC game of all time, its initial push being brought on by YouTube personalities such as JX23 and The Yogscast. It is extremely impressive for a game with almost no advertising budget. Personally, I don't find sandbox games like that fun at all and need some form of direction; yet I immensely enjoy watching let's plays of Minecraft and other such games to the point that I purchased it and then forgot about it.
Don't forget that big American TV networks make a lot more money than the YouTube division of Google.
If you want to retain that 'indie' and 'new media' feel of the early internet, encouraging
independent content creators (i.e. YouTubers) to do it for you, perhaps with money attached. is certainly acceptable. Some may make a small living from their videos, but as I pointed out above, they can create an enormous amount of value and still break the mold of 'traditional' media. This factor is not to be ignored.
The medium is the message.
Exploit it to the success of indie--without watering down the message, but strengthening it.
You just wasted 3 seconds of your life reading this.