My friend doesn't have a company registered either. It's just going to be me and another camera man shooting my friend in the streets, and also getting some establishing shots of the city. Also, none of us are getting paid for this. The video is going to be posted on YouTube to promote my friend's business. In order to get a filming location permit, I have to give them a "Film Company Name" and a copy of a "Certificate of Liability Insurance". What happens if I film without a permit? We're not going to be shutting down the street or impeding pedestrian traffic. No actors are being used an we're going to be filming in public places like Dundas Square, Front Street, Eaton Centre, etc.
I don't think you need a filming permit at all for Youtube.