With more people than ever watching, the video giant wants users to view fewer clips but for much longer.

One out of every seven human beings on the planet watches YouTube at least once a month, according to an announcement the Google video platform made recently before an audience of advertisers and brand managers at its Pulse upfront event in Los Angeles.

But what are those billion viewers doing? A closer look shows that they may be watching fewer videos. YouTube had a 32% decline in views in February compared with a year earlier--11.3 billion vs. 16.7 billion in 2012, according to an analysis of comScore data by Will Richmond, an online video consultant.

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