Hitwise has done an interesting study on the correlation of the search terms "funny videos" and "YouTube" in the UK.
Turns out, the word YouTube has replaced the phrase "funny video" for searches on the Internet. This implies a distinct identification with YouTube as a brand, and the concept of funny videos. Looks like people are attaching funny videos to YouTube, and doing a search for the brand, and not the end result. This means that YouTube has done a great job of branding itself in the UK, if being a central location for funny videos is what it was going for. And I'm pretty sure that YouTube doesn't mind at all. It's joined the ranks of Kleenex, Xerox, and Band-aid. Way to go, YouTube.
It will be interesting to see what other findings Hitwise comes up with. Has "friends" been replaced by "MySpace?"