The first Finnish company to brand Youtube.fi is Marimekko. A front-page branding takeover will cost €11,000 a day.
In the long run, this will mean more ads on videos served in Finland. I spent last Christmas in the United States, and was almost shocked how before nearly every video there was a decently long commercial. It got old quickly, but luckily the pre-roll advertising can be skipped after 5 seconds.
In related news, Youtube is also rumored to be releasing paid subscriptions this spring. This would allow certain channels to charge for access with the price point somewhere between $1 and $5 a month. This payment mechanism would also support charging for live events, somewhat like pay-per-view.
YouTube says it reaches 520,000 Finns a day, or roughly 10% of the population.