In my opinion, if one wants to look for business partners, Youtube, spotify etc. are not the ones steem should go for in a long term. There are lots of blockchain based projects which are trying to offer video and music services. What If steem blockchain could exchange your steem to another coin in a fly with a smart contract when you want to play a video or music on your steem site? The only thing steem and the partner would need is a small piece of code in the platform and a wallet which supports those other coins.

Is it possible? I don't know, but thee are other blockchains which are developing these kind of features.