2024 has redefined how audiences consume YouTube. It’s not just a platform for quick mobile viewing anymore — it’s officially a TV. With a significant surge in 4K videos and creator revenue from TV viewership, the living room has become the center of the YouTube experience. According to Kurt Wilms, YouTube’s senior director of product management, 2024 is “the year of the living room,” as creators optimize content for larger screens.
The trend is backed by impressive numbers. YouTube reported a year-over-year increase of more than 30% in creator revenue from TV viewing, alongside a 35% rise in the share of videos uploaded in 4K. Wilms’ team is leading efforts to tailor the YouTube experience for TV, ensuring creators and audiences benefit from these shifting dynamics.
Creators Embrace Long-Form Content
Historically, creators focused on short, mobile-friendly content. Today, creators like Michelle Khare, who has 4.8 million subscribers, are exploring new formats optimized for TV audiences. Her “Challenge Accepted” series, structured into episodes and seasons, showcases how creators are catering to viewers who prefer watching extended content. Playlists of similar topics further enhance the binge-watching experience on TV screens.
YouTube Studio analytics also allow creators to track performance across devices, encouraging them to embrace the trend. Wilms predicts a broader industry shift as TV viewership grows, adds NIX Solutions.
High-Performing TV Content Categories
Wilms highlights three types of content performing well on YouTube TV:
1. Watchalong Sports Content
Sports-related videos, particularly “watchalong” content, have become popular. These include live commentary, predictions, and post-game analysis. A new feature in development, called “watchalong,” will allow viewers to watch events alongside creators on the same screen.
2. Kid-Friendly Content
Kids’ programming thrives on TV, especially with family-oriented viewing. YouTube’s combined app for regular and kids’ content now includes Parental Controls, offering parents the ability to set access PINs for mature content.
3. Long-Form Video Podcasts
Video podcasts are gaining traction, with creators reimagining traditional audio formats into visual talk shows. These podcasts are perfect for hands-free viewing while multitasking, making them a hit on the big screen.
The Future of YouTube on TV
Wilms emphasizes three key reasons viewers gravitate toward TV: loyalty to creators, the ability to watch content socially, and the convenience of enjoying videos while multitasking. As YouTube continues to evolve, his team is actively exploring features to make creator interactions more seamless on big screens.
We’ll keep you updated as new features like “watchalong” are developed, ensuring YouTube’s TV experience remains innovative and engaging.