On Wednesday, YouTube enhanced its tools for creators as it aims to compete with streaming giants like Netflix on the most prominent screen in homes: the television.
The video-sharing platform, owned by Alphabet, has been gaining traction on smart TVs as internet-connected televisions become increasingly prevalent. YouTube’s subscription streaming service has also seen growth, offering live broadcasting across more than 100 channels in partnership with existing networks.
“It’s the fastest-growing screen,” said YouTube chief Neal Mohan during a presentation to content creators in New York. “This represents a significant opportunity for all of our creators.”
The newly introduced tools will help optimize content for larger screens and present it in formats that align with traditional TV norms, such as episodes and seasons.
Mohan highlighted that viewers around the world watch over a billion hours of YouTube video daily on their home televisions. The number of creators earning a living through YouTube has increased by approximately 30 percent in the past year.
According to Nielsen, streaming reached a historic milestone in July, accounting for 41.4 percent of total television viewing time in the United States. YouTube became the first streaming platform to capture over 10 percent of that viewing time, while Netflix followed at 8.4 percent.
To capitalize on this momentum, YouTube plans to introduce a “cinematic” version of creator videos, specifically optimized for TV viewing. Additionally, creators will be able to organize their content into episodes or seasons, catering to the expectations of traditional TV audiences.
The television platform allows YouTube to leverage the binge-watching trend, enabling viewers to consume multiple episodes in quick succession. This format is particularly appealing to older audiences who prefer the traditional viewing experience in their living rooms.
“It’s evident that our presence in living rooms is expanding across various demographics,” said Thomas Kim, YouTube’s product management director, during a roundtable discussion with journalists.
Kim mentioned that many creators are eager to produce more TV-style shows for their audiences. “We’ve seen some excellent examples of creators successfully making episodic content,” he noted.
Leave a Comment