As YouTube grows on TV, it eyes more interactive video across formats

YouTube is intensifying its focus on the television landscape, recognizing the growing trend of viewers shifting towards larger screens. The Google-owned platform is on a mission to enhance viewer interaction across various formats, including live streams and Shorts, as evidenced by a series of recent job postings highlighting initiatives aimed at revolutionizing the 'living room' experience. These job listings reflect a strategic push to foster deeper engagement on TV, which has become a critical battleground for content consumption. Notably, connected TVs were responsible for over 44% of YouTube's watch time in the U.S. in 2026, a significant increase from 41% in 2022, according to eMarketer data shared with TechCrunch. Among the features being explored are enhanced interactive options such as chatting, gifting, and multi-device controls designed for live viewing. The platform is also looking to make Shorts more community-focused and engaging on TV. Some roles are dedicated to facilitating real-time connections between creators and audiences, while others will collaborate with streaming device partners to broaden distribution. Additionally, YouTube is expanding its collaborations with media partners and initiatives like YouTube Primetime Channels to bolster its television offerings. Hiring efforts are taking place across the U.S. and India, with plans to grow a YouTube Live engineering hub in Bengaluru aimed at modernizing live streaming for the television format. The push towards a more interactive TV experience coincides with the rollout of new features, including AI-driven voice search on televisions. YouTube is also developing a second-screen 'TV Companion' feature, which allows viewers to engage with content through their smartphones, alongside introducing 'Stations,' which are continuous linear streams. Last month, YouTube secured a partnership with FIFA for the upcoming FIFA World Cup 2026, striving to deliver an 'immersive' viewing experience across multiple devices. As YouTube's influence on television continues to expand, now accounting for 12.5% of all TV viewing, it faces the challenge of fostering interaction on screens that historically do not encourage the same level of engagement as mobile devices. Ross Benes, a senior analyst for TV and streaming at eMarketer, noted that viewers typically do not interact with TVs in the same manner as they do with phones, making the implementation of interactive features a complex task. Despite the hurdles, YouTube's unique market position may provide it with an advantage as it seeks to innovate in the TV space. Whether it can translate its success from mobile platforms into a more interactive television experience remains uncertain, especially given the distinct user behavior differences between screens. YouTube has not yet commented on these developments.