The battle is over for television, as YouTube has finally obtained more viewers than cable, with one billion unique visitors every month.
A presentation yesterday to advertisers revealed that YouTube's popularity is growing, and will likely continue to do so.
Google Executive Chairman Eric Schmidt said "the future is now" for the site, and that he wouldn't be surprised to see them get up to 6 or 7 billion unique visitors a month.
"It's not a replacement for something that we know," he said. "It's a new thing that we have to think about, to program, to curate and build new platforms."
While it has surpassed the popularity of television, YouTubers are hesitant to even compare it to cable, as it offers entirely different things.
"I thought that YouTube was like TV, but it isn't. I was wrong," Robert Kyncl, head of YouTube global content, said. "TV is one-way. YouTube talks back. TV means reach, YouTube means engagement."
Another fact revealed at the presentation was that more 18- to 34-year-olds watch YouTube than any cable network.
They also announced that DreamWorks Animation had purchased the YouTube network Awesomeness TV, aimed at teens, for $33 million.
"This is a whole new form of content, content delivery and content consumption," DreamWorks CEO Jeffery Katzenberg said. "It's the medium of the future and the future has already arrived."