The Wall Street Journal recently reported that YouTube is talking to major US film studios about offering movie rentals on the international video site. Speculation suggests they would charge about $3.99 (roughly R30 as of this writing) for on-demand movie downloads. After spending several billion dollars on YouTube (including the $1.65 billion purchase price), and differing reports on whether ad-supported free video content is a viable business model (or how to make it one), Google may be realising that ad-supported content might need, at least in the medium term, to be subsidized with paid-for premium content.