YouTube is gearing up for a major transformation of its connected TV app, introducing new features and a fresh look to maintain its leading position in the streaming landscape. This announcement was made at the Made on YouTube event in New York on Wednesday, according to a report from The Hollywood Reporter.
The revamped TV app boasts a range of updated features, notably enabling creators to categorize their videos into episodes and seasons, similar to traditional streaming platforms. This could significantly alter how viewers consume content on YouTube.
Another standout addition is “immersive previews,” which are cinematic video trailers that auto-play when users visit a creator’s page. This feature aims to provide a more engaging browsing experience and entice viewers to explore creators’ content.
Christian Oestlien, VP of product management at YouTube, explained that these changes stem from a desire to cater to the growing trend of creators producing episodic content. The new Creator Show Pages will allow viewers to enjoy a binge-worthy experience, much like on Netflix or Max.
Popular creator Michelle Khare praised the changes, emphasizing how they elevate the presentation of YouTube content to a level comparable to major streaming services. She believes this will significantly enhance discoverability for creators and their shows.
Beyond enhancing viewer experience, YouTube is also rolling out features to empower creators’ businesses. These include simplified subscription functionality on the TV app and QR code generation from video descriptions, aiming to boost subscriptions and engagement.
These updates come as YouTube’s presence on connected TVs continues to expand. Recent data from Nielsen Gauge shows YouTube leading the pack with 10.6% of viewing time, surpassing Netflix and Prime Video. YouTube also reported a 30% year-over-year increase in creators earning most of their revenue from TV.
The revamped app is expected to create a more premium feel, aligning with viewers’ expectations of high-quality content on the big screen. Oestlien stressed that YouTube has been working on these changes for years, taking creator feedback into account throughout the development process.
Overall, YouTube’s ambitious TV app revamp underscores its commitment to maintaining its dominance in the streaming arena, catering to both viewers and creators in the evolving landscape of connected TV. While some features will roll out this year, the full suite of updates, including episodic and season functionality, will be gradually introduced starting in 2025.