Such a move in watching time would have the potential to open up the global $450bn (£292bn) television advertising market to YouTube, which was bought by Google for $1.65bn in 2006.
In a rare interview with the British media to mark the fifth anniversary of the video-sharing site, Mr Hurley, aged 33, said that increasing convergence between mobile phones, computers and television would make the idea that the platforms were "different" redundant and would lead to a rapid expansion of revenue streams. "More minutes on our site equals more money," Mr Hurley said.
"People think about the world of TV and the world of online video as being different ways to distribute video. But what happens when every TV is connected to wi-fi with a browser? What does that mean for your distribution opportunities? What happens when those worlds collide and it is just one thing? Instead there is just one world, the world of video, and people everywhere are putting ads against everything and there isn't a difference. There won't be a difference in the future."
Salar Kamangar, vice president of product management for YouTube, said that the business would be very profitable in the future as content creators – from people revealing their shopping habits to global media players such as Disney and Sony – find new ways to monetise their content.
"Although YouTube is the most successful video platform, the number of minutes watched, 10-15 minutes a day, is small when compared to the five hours watched on the TV set," he said. "It's hard for me to imagine that in five to 10 years from now most of the content we consume won't be delivered over the internet.
"Once the number of minutes is large enough that brings along with it a whole new set of revenue opportunities such as the future of the way people buy TV ads, the ads purchasing process, the way you track it and report it."
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