YouTube is already a leader online and in mobile and has firmly set its sights on the living room.
The company charted its course during the launch of a new product called Leanback, described by some as web video for couch potatoes. 
It also unveiled upgrades for its mobile site which has over 100 million playbacks a day.
"You can start to break down the mental picture of 'these are the videos I watch on my computer, on my tv or on my phone,'" Hunter Walk, director of product management told BBC News.
"Now you just say 'these are the videos I watch and I watch them wherever I happen to be, or whoever I happen to be with'. We are going to have a world where people increasingly expect their content to be available to them on anything with a screen, whether that be a computer, a phone or a tv. That is the vision," said Mr Walk.
Opportunity
With 24 hours of video uploaded to the site every minute, YouTube is already the world's biggest video website. And with Leanback, YouTube is now vying for the attention of the user in the living room.
"This really is where the opportunity is biggest for YouTube right now," said Kuan Yong, senior product manager for Leanback.
"We are looking at five hours of tv that users are watching every day in the US versus 15 minutes of YouTube video, so there is a huge opportunity for us to bring YouTube into the living room and at the same time bring some of the tv experience to YouTube."
The technology picks out high-definition clips and automatically serves up a constant stream of one video after another. As it learns more about the viewers' likes and dislikes, this diet of video becomes more personalised.
The aim is to ensure users do not have to think about what they want to see next or click on the website every few minutes.
"We want to remove the 'What next?' question for viewers," said Mr Yong.
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