If there were ever any doubts about the dominance of mobile these days, video-sharing giant YouTube's plans to refocus on mobile rather than computers should dispel them.
It's all about mobile, mobile, mobile, said YouTube head of content and business operations Robert Kyncl, reflecting back over the ten years since YouTube was born.
Speaking (via video call, of course) to The Guardian, Kyncl said the tech firm is focusing firmly on the smaller screen as it looks forward to the next ten years.
"For us, most of our focus is on mobile: product development for mobile, content development for mobile, making sure mobile video works on carrier networks all around the world. It's all mobile, mobile, mobile," he said.
Mobile presents a huge opportunity – and one that YouTube would be foolish to ignore. "It's a very difficult place to figure out, yet at the same time a massive opportunity, because consumers love engaging with those devices," said Kyncl.
He added: "We think it's all about mobile, and that's where we're putting most of our efforts across the board... We think that phone is the remote control for your life, and it's definitely the remote control for your video."
YouTube's stats say it all: half of its views are on mobile devices, and mobile "watch time" has grown nearly 100% in the past year, compared to growth in overall YouTube watch time of 50% in that period.
"I think the future, mostly, in advertising-supported video will be around mobile," said Kyncl.
Traditional TV, developed for large screens, on the other hand, is a flat business, he explained. Movies and shows were "not interactive, they were not commented on, there was just no activity around it", he continued.
"That business is not growing. It's a flat business, and it's actually slightly declining. It's a no-growth business at this point. The business that is growing tremendously is online video."
As a result, the firm is pitching hard to persuade brands to shift more of their budgets to online – particularly mobile – and video.
"There's a tremendous amount of growth on mobile," said Kyncl. In order to capitalise on this, and be part of a growing influence on culture, brands must collaborate with firms that specialise in mobile content, he added.