YouTube Focuses on Interactive TV Experiences

Wed, 08 Apr 2026 19:51:00 +0200

YouTube is strategically expanding its presence on television screens, recognizing the living room as a key battleground for viewership. Recent job postings reveal a significant push toward making video experiences on TV more interactive, encompassing live streams and Shorts. Connected TVs now account for over 44% of YouTube watch time in the U.S., a notable increase from 2022. The company is exploring features like real-time chatting, gifting, multi-device controls for live viewing, and community-driven Shorts on TV. This initiative also includes collaborations with TV and streaming device partners, media partners, and the development of features like YouTube Primetime Channels. A new engineering hub is being established in Bengaluru to modernize live streaming capabilities. While interactive features on TV face challenges due to different user behaviors compared to mobile and desktop, YouTube’s unique position bridging social and streaming platforms gives it a competitive advantage.