Future plans for YouTube include optimizing ad revenue, getting people to spend more time on the site and getting original content creators on board to turn it into a more TV-like experience:
Instead, Google wants people to start coming to YouTube's homepage in the same way they would turn on the TV — expecting that they'll find consistently high-quality content on different channels. (Update: A Google spokesperson says that the vast majority of its traffic does come directly from YouTube.com or its mobile apps, with ~50% from mobile.)Source: Business Insider
That's why the company has poured big bucks into helping its original content creators, like Michelle Phan, Bethany Moto, and Epic Rap Battles of History, build their followings and create better videos. The company also redesigned its homepage and tried to improve its video recommendation to hook users into staying longer.