YouTube wants viewers to stay on the site for much longer giving the video platform the opportunity to garner more TV advertising spend. Chad Hurley, CEO, says he wants users to become more like TV viewers with the ultimate aim of getting them to spend nearer five hours at the site, rather than the current average of 15 minutes a day at the moment.

Hurley believes the ubiquity of access at home and on the move will the distinction between platforms erode and there will be “one world of video” with advertisers placing ads against content, irrespective of the platform.

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