GEMA released a statement Monday, saying: “Operators of online platforms which generate the use of copyrighted works - such as, in YouTube’s case, millions in advertising revenue - must ensure that those who create these works, providing the so-called ‘content’, are properly remunerated.”

Billboard: “It is understood GEMA wanted assurances that a new deal would include a share of advertising revenue and take account of YouTube’s revenue growth.”

We don’t know exactly which rate YouTube cut with PRS For Music but, while the PRS cut its industry on-demand streaming rate from £0.0022 to £0.00085 per track, GEMA’s standard on-demand music rate is €0.1278 (£0.11) for every song up to five minutes, and more for longer tracks and those with ads - ie. about 130 times pricier than in Britain.

GEMA last year told it had, in fact, offered YouTube a rate of just €0.01 per track - still much more expensive than elsewhere. And, if it thinks it can wrestle a share of ad revenue from YouTube, which isn’t making the wildest success of ad sales itself, perhaps it should think again.

YouTube recently renewed its contract in Holland.