YouTube has been increasing its share of total TV viewing time for years now, rising to nearly 11% in August, more than any streamer or linear programmer, according to Nielsen. Soon, the video giant’s connected-TV app will organize channel content accordingly.
“To help our creators’ content shine on TVs, they will soon be able to organize their content into seasons and episodes, making it easy for viewers to tune into the new must see TV,” YouTube Chief Product Officer Johanna Voolich announced in a blog post Wednesday. “We’re making other improvements to the TV experience with immersive content that plays directly from a creator’s channel, streamlined subscription options and easier access to links in descriptions.”
YouTube said many of the updates will roll out globally in the coming months. The seasons/episodes scheme will come in 2025.
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Voolich’s post went live Wednesday as the company was convening its annual Made on YouTube event, which focuses on creators and various product enhancements aimed at boosting their work.
“The living room has become a new frontier for creators who are increasingly crafting experiences designed specifically for the big screen,” Voolich wrote. She noted a 30% year-over-year increase in the number of creators making a majority of their YouTube revenue on TV screens.
Along with the living room upgrades, YouTube introduced a number of new features building on the AI tools it debuted at last year’s Made On event. The company said it will improve its “Dream Screen” offering, which lets creators tap AI for graphics, backgrounds and other visuals. It will integrate Google DeepMind’s video generation model, Veo, into YouTube Shorts later this year. Language dubbing will also be expanded.
YouTube will also roll out Communities, which the blog post described as “a central hub to discuss videos, share fan art, connect with like-minded individuals, and build a vibrant sense of belonging.” There will also be a new “Hype” feature allowing users and fellow creators to promote up-and-comers on the platform.
“We’ve never been more optimistic about what lies ahead as we continue to relentlessly innovate for our global community,” Voolich wrote. “YouTube is where creativity flourishes, communities thrive, and businesses grow.”
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