Nobody claim to be entitled to free video, just a reasonable amount of advertising. Which is not what I (for example) get when I go on YouTube.

Google already has a definitive solution: close down the free access under a registration+payment (reasonable one). Why they are still serving free content? Why they don't get the moneys from the viewers directly?

I think that the reason is that they are inflating the number of viewers to everyone (content creator, stakeholders, etc.). You can fake viewers, you can't fake revenue. So, Google wants us to get more advertising so that they can claim that the number of views in ads increased, to earn more.