BrainDeadly, Hutch and Athene are a few that are bailing on the brand and taking most of their viewers with them.

FORBES: As Google Dumps Millions Into Machinima, Will YouTube Forget The Little Guy?

Prof Athene Donald, a physicist and gender equality champion at the University of Cambridge also feels a lack of role models is partly to blame.

BBC: State schools 'failing girls who want to study physics'

Athene Donald, Professor of Experimental Physics at the Cavendish Laboratory, University of Cambridge, is one of only five exceptional female scientists from around the globe to receive an award this year.

UNESCO: UK National Commission for UNESCO :: UK scientist named 2009 Laureate For Women In Science for Europe

Athene Donald (FRS) and chemist Prof.

UNESCO: Soapbox Science: bringing science to the people