The concept is based on a pay-per-click system. When the user uploads a video, he or she also chooses an ad to be carry.

The ad revenues are shared with the user, who receives money through a paypal account. Clips can be embedded on other sites so they can be viewed from various sources.

Through this strategy, Metro will certainly both attract a new audience and effectively find users to market their content - and Metro's brand name - across the Web.

It remains to be seen whether advertisers are willing to let users pick them out, as this could easily lead to abuse.

Source: Metro.co.uk