We all know YouTube is big. But a recent milestone hammers home what a behemoth Google's golden goose really is.
Users are now viewing more than 1 billion hours of video every single day on YouTube. That averages more than 8 minutes for every person on the planet.
The figure threatens the grip of US television networks, and marks a stunning 10-fold increase in viewership for YouTube since 2012.
This increase has been largely attributed to improvements in Google's AI for recommending videos. Of course cats also have a hand in this.
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The milestone comes as YouTube confronts serious competition from Facebook for eyeballs. And while Facebook is a serious player when it comes to video, it can't touch YouTube yet.
And the number of video hours per day could soon steam past 1 billion. YouTube has announced its own TV streaming service, which will presumably pull even more viewers from the small screen.