YouTube has unveiled plans for a major overhaul of its connected TV app, aiming to defend its top spot in streaming against competitors like Netflix, Max, and Disney+. The announcement came during the “Made on YouTube” event in New York on Wednesday.
Key Features of the Revamp
The upcoming changes will bring new functionality and an updated design to YouTube’s TV app, catering to both viewers and creators. One of the most notable updates includes the ability for creators to organize their content into episodes and seasons, similar to what users see on traditional subscription platforms like Netflix. This feature, expected to roll out by 2025, will allow creators to build more structured, binge-worthy content experiences.
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Another feature YouTube is introducing is “immersive previews” — cinematic video trailers that automatically play when users visit a creator’s page. These previews are designed to mimic the experience of browsing premium streaming services, enhancing content discovery.
Enhancing the Creator Experience
According to Christian Oestlien, YouTube’s VP of Product Management, the changes are designed to empower creators by providing them with tools to deliver a more premium experience. “Creators are producing longer, episodic content, and the new Creator Show Pages will allow them to present their videos in a way that encourages viewers to binge-watch, similar to other streaming platforms,” said Oestlien.
Creators like Michelle Khare praised the redesign, noting how it enhances the visual appeal of their work, giving them a presentation style more akin to that of major streaming services. Khare remarked, “It feels like being featured on a movie poster — it really elevates our content.”
New Business Tools for Creators
In addition to the content updates, YouTube will introduce features aimed at helping creators grow their audiences and businesses. A simplified subscribe button will be more prominently displayed while videos are playing on TV, making it easier for viewers to support their favorite channels. Additionally, QR code functionality will be added, allowing users to scan codes linked to video descriptions for seamless interaction with content or external links.
YouTube’s Growing Presence on TV
YouTube has become a dominant force in the living room. According to Nielsen, in August, YouTube accounted for 10.6% of all viewing on connected TV devices, surpassing Netflix, which stood at 7.9%. The platform’s reach has also been a boon for creators, with the number of top creators receiving the majority of their watch time on TVs increasing by over 400% in the past three years.
Oestlien emphasized the emotional shift this update represents for YouTube, bringing a more premium feel to the platform while retaining its core identity. “This revamp brings the communal TV experience we grew up with into the modern YouTube era,” he added.
The new features, including immersive previews and QR code links, are set to roll out later this year, with the episodic and season functionalities arriving gradually through 2025.
