Yes he would--in today's world. Steve was a master marketer and YouTubers have an outsize influence (there's that word again) in today's world. Why read a written review when you can watch someone unbox that hot new toy and use it in front of your very eyes? Face it, for better or worse we now live in a multimedia world.
When you think of the millions upon millions of dollars a company like AAPL spends on a single Super Bowl ad, giving out maybe a 100 headphones that retail for $500 (but cost you much less to manufacture) in order to get your product in front of the eyes of a YouTuber's 100K or even 1 milion+ subscribers is good business. This is a concept Steve would have understood well. And, like it or not, he would have embraced it.