I haven't paid too much attention to the Youtube copyright situation lately, but aren't small content creators still getting massively fucked there? It's easier dealing with gaming companies than music/movie companies that are spending their time and money trying to brute-force the world into operating like it's still 1995, but it's still bad juju.
It'll probably end up being just like it is for Youtube: good for the big guys, bad for the small guys. And the copyright situation is only one angle here.
Maybe having dem search engine dollars will be a big stepping stone towards competitive gaming becoming more accepted by mainstream society, though. There is that, at least.