YouTube CEO Neal Mohan revealed in the platform’s annual letter that viewers are now spending over 1 billion hours watching YouTube on their TVs each day, surpassing phone usage. Audiences are tuning in for a variety of content, from podcasts and live streams to sports, sitcoms, talk shows, and even Shorts—content traditionally associated with mobile devices. At the same time, YouTube viewership on connected TV is higher than Netflix viewership on CTV.
Recent upgrades to YouTube’s TV app in the US have transformed the platform into a full-fledged streaming service. The redesigned layout lets users view video descriptions and comments on the right side of the screen while the video plays on the left. The introduction of a “seasons” feature has made navigating video series with a remote more intuitive. YouTube also launched a new sync feature that allows users to interact with videos on their phones while watching them on the TV. Although now, the upgrades are predominately available in the US, YouTube continues to evolve and, eventually, the additional features could be rolled out globally.
Content quality on YouTube has also reached new heights, with creators building film studios to produce talk shows, feature films, and documentaries. For instance, a French influencer created a 2-hour documentary documenting his year-long preparation for climbing Everest. This high-quality, long-form content keeps viewers engaged for hours, solidifying YouTube's place as a major player in the streaming world.
What does it mean for us?
YouTube continues to be a dominant force in the VOD space, frequently rolling out new features and content. As the quality of its offerings improves, an increasing number of viewers are turning to YouTube—particularly on larger screens. The rise in Connected TV viewership, especially on YouTube, presents a unique opportunity for Irish advertisers to engage their target audiences, including light linear TV viewers, at a fraction of the cost of traditional TV advertising.
FAQs about YouTube advertising on connected TVs
-
YouTube allows brands to reach audiences watching video content on television screens, including podcasts, entertainment, sports and creator-led programmes. According to YouTube's 2025 announcement, viewers watch over one billion hours of content on TVs daily. This creates opportunities for advertisers to reach audiences beyond traditional television through digital video campaigns.
-
YouTube supports several advertising formats on connected TVs, including skippable in-stream ads, non-skippable ads and bumper ads. Available formats depend on the campaign type and advertising inventory. Brands can also use interactive advertising features such as QR codes to encourage viewers to visit a website using their phones.
-
Brands should consider the larger screen and viewing distance when developing YouTube ads for connected TVs. Clear branding, readable text and simple messaging can help viewers understand the advertisement. Where supported, QR codes in YouTube ads can provide a way to interact using a smartphone. Creative should also suit the campaign's objectives and available advertising formats.
-
Advertisers can use Google Ads to measure impressions, reach, frequency and video engagement. Device reporting allows marketers to review performance specifically on TV screens. Google's co-viewing measurement also accounts for situations where multiple people watch together, helping brands understand their potential audience reach.
-
Yes, eligible YouTube connected TV advertisements can include QR codes that viewers scan using their smartphones. These codes can direct audiences to websites, product pages or other relevant destinations. Google's interactive advertising features support QR codes across selected campaign types, although availability depends on the advertising format and device.
