More Americans watch YouTube on TV than on their smartphones—here’s what that means for creators and viewers

YouTube's TV viewership recently surpassed mobile viewership in the US, marking a significant shift from its mobile-first beginnings. This change is attributed to advancements in TV technology, decreasing costs, and cord-cutting trends. YouTube's vast content library caters to diverse viewing preferences, further fueling this shift. The company's "living room" strategy focuses on optimizing the YouTube experience for smart TVs. Creators are responding by increasing 4K video production and creating longer-form content suitable for larger screens. Simultaneous viewing on phones and TVs is common, facilitated by YouTube's interactive features. The platform allows viewers to engage with comments and creators while watching on TV, using their phones for interaction. YouTube is piloting "Watch With," a feature allowing simultaneous viewing of live events and creator commentary. This initiative involves collaborations with creators to provide unique viewing experiences. Finally, YouTube is adapting its advertising strategy for TV, focusing on less frequent, longer ad pods and experimenting with innovative, less disruptive formats.