YouTube is aggressively expanding its presence on the living room TV screen. A wave of new job listings reveals plans to make TV viewing more interactive, focusing on live streaming, Shorts, and subscription features. Connected TVs now account for over 44% of YouTube watch time in the U.S., up from 41% in 2022.
The company is developing features like live chat, gifting, and multi-device controls for TV, alongside a dedicated engineering hub in India. It is also rolling out AI voice search, a “TV Companion” second-screen phone app, and linear “Stations” streams. A recent FIFA World Cup partnership highlights its push for immersive viewing.
However, making TV interactive is a known challenge, as engagement lags behind phones and desktops. Analysts note that interacting with a TV is often clunky, and such features remain niche. Yet YouTube’s unique position between social media and streaming gives it a distinct advantage as it experiments to dominate the biggest screen.