TV surpasses mobile as the “primary device” for YouTube viewing in the U.S.
The platform’s 2025 “big bets” plans include expanding TV features, AI tools, and creator monetization
Highlights:
- YouTube CEO Neal Mohan says more U.S. viewers are watching YouTube on TVs over mobile.
- YouTube users now watch over 1 billion hours of content daily on their TVs.
- The platform says it will expand its second-screen experience and introduce ad formats for large screens.
YouTube is now more of a TV platform than a mobile one in the U.S. In his annual letter, YouTube CEO, Neal Mohan, said television has surpassed mobile as the primary device for watching YouTube videos in the country. “YouTube is the new television,” Mohan said. He added that YouTube users watch over 1 billion hours of content daily on their TVs.
The platform claims it has made its interface feel more like a streaming service, adding features, and bringing 3 minutes long Shorts and podcasts to TV screens. With over 8 million YouTube TV users, YouTube is outpacing traditional TV by offering live sports, creator content, and AI-powered recommendations, Mohan explained. “But the “new” television doesn’t look like the “old” television. It’s interactive and includes things like Shorts (yes, people watch them on TVs), podcasts, and live streams, right alongside the sports, sitcoms and talk shows people already love.”
YouTube has continued to show its dominance in the streaming space. Nielsen data shows that YouTube has led in streaming watch time in the U.S. for the past two years, outperforming platforms like Netflix, Prime Video, and Disney+. In December, YouTube held an 11.1% share of TV viewing, staying ahead of Netflix’s 8.5% and Prime Video at 4%.
With more people watching YouTube on TV, the video platform has made TV a major priority. Mohan outlined several priorities for YouTube in 2025, emphasizing new features and updates. “With innovative features, diverse content, and growing subscription services, we’re defining the television experience for a new generation,” he said.
YouTube will make TV more interactive
Mohan said YouTube will expand its second-screen experience, allowing users to interact with videos using their phones. It will introduce a feature for users to leave comments or make purchases while watching videos on TV.
Another upcoming feature, “Watch With,” will let creators provide live commentary and real-time reactions to games and events. YouTube says it began testing this feature with the NFL last year and plans to expand it to other sports and content in 2025.
YouTube will also introduce new ad formats. The platform will attract more advertisers to Connected TV (CTV) by introducing ad formats designed for the big screen, such as QR codes and pause ads.
New features for podcasts on YouTube
Mohan claimed that podcasts have become one of YouTube’s fastest-growing content formats on TV. According to him, users watch over 400 million hours of podcasts monthly on their televisions.
To support this trend, YouTube plans to launch more tools for podcasters and content creators, including improved monetization features.
YouTube is expanding AI-powered tools for creators
YouTube is also investing in AI-powered tools for creators to produce and monetize content. Mohan said the platform will roll out new AI tools to help generate ideas, expand audiences, and improve video production.
A major AI update is auto-dubbing, which will soon be available to all creators in the YouTube Partner Program. The platform is also expanding AI-powered features like Dream Screen and Dream Track, which create image backgrounds, video effects, and instrumental soundtracks for Shorts. The company plans to integrate Google DeepMind’s Veo 2 into Dream Screen later this year.
YouTube will also use AI tools to help creators develop new video ideas, titles, and thumbnails.
More ways for creators to earn on YouTube
YouTube is positioning itself as a business hub for creators. Mohan said creators are “the startups of Hollywood.” YouTube will introduce more ways creators can earn money through shopping recommendations, channel memberships, and AI-driven audience growth tools, he explained.
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