YouTube now actively pursuing developer integration.
Somewhere between the PlayStation 4's share button and dedicated capture processor and the hordes of donation filled streams at Twitch.tv is YouTube. Recently, YouTube streaming has become an option in certain games, most notably some versions of 'Black Ops 2,' but it seems now that YouTube is ready to debut streaming APIs for both console and mobile developers.
With the GDC announcement of the new API signifies YouTube's recognition of the fascination of game streaming, something that even Nintendo has stumbled into with their Miiverse. Unfortunately, the YouTube plan follows normal Google procedure. The available APIs place emphasis on the developer to support YouTube, a situation that benefits users and benefits YouTube. While some games are enjoyed through streaming and playing, other games leave users preferring just to watch streams. The developer is therefore left with an option to add a feature that may hurt as much as help sales.
For now though, integrated YouTube streaming will likely spread to more games before the long-term viability can be assessed.
Source: The Verge