Readers aren't clamoring for it. It's advertisers who want it.

Clickz news reports:

NYTimes.com Builds Original Video Inventory to Satisfy Advertiser Demand
By Kate Kaye | April 3, 2006

The Times they are a-changin' again. New and planned NYTimes.com enhancements bring additional video ad inventory and sponsorship opportunities as well as promises of a more personalized experience for the news site's readers.

As part of a host of new site features to be launched in the coming weeks, NYTimes.com will now present more original video content directly on its homepage, most main site section pages and link to it via a navigation tab at the top of each page.

"There's just going to be more inventory for video [ads]," said Alyson Racer, VP sales at NYTimes.com, adding, "You hear it across the Web; there's a thirst for this kind of inventory." She noted that Lexus and AT&T will be running pre-roll ads within the site's embedded video content starting today.