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2024 was a breakout year for watching YouTube on the big screen.
YouTube said this month that TV creator earnings grew more than 30% year over year, and the percentage of videos uploaded in 4K increased by more than 35%.
Kurt Wilms, senior director of product management at YouTube, said more creators are making highly produced, episodic content. Wilms leads teams responsible for YouTube’s “living room” efforts.
“2024 is the year of the program,” Wilms told Business Insider. “The creators of all areas of life, regardless of the content they are creating, strive to optimize their content for the biggest screen. “
Historically, many creators thought that their audience would be looking at a mobile phone and did not expect them to remain awake for one or two hours in a row, Wilms said. But now, creators no longer just think about creating content in bite format. -The big -sizes.
Michelle Khare, who has 4.8 million subscribers, is an example of a YouTube creator focused on episodic content. Her “Challenge Accepted” series is divided into episodes and seasons. She also categorizes her content on YouTube and organizes similar-themed videos into playlists, which makes it easier to watch them all at once on a TV screen.
“One of the things that has happened throughout 2024 is content that’s maybe traditionally viewed on television, like sports and kids’ content, is performing well for us on the TV,” Wilms said. “It’s gained a lot of momentum.”
In YouTube Studio, creators can see their analytics on how other videos performed on devices like mobile, the web, and TV.
“My guess is that most creators, over time, will see an update and the TV audience will increase,” Wilms said. “I just think it’s a general industry trend and a trend that’s going to happen. “
For the future, Wilms said his team was thinking about how to make larger features that allow audiences to interact more smoothly with creators on the big screen.
Here are 3 high performing types of content on the YouTube app for TVs, according to Wilms:
A popular search term for sports content on YouTube is “Watchalong”, which is how creators call live events observation videos, adding sports.
“You can come before a game to see the news, the predictions, the clips, the interviews, all that before the game,” Wilms said. “When the game is played, you can see reactions and real -time comments about the games. Then, when the game ends, you can see all the leading moments and experts talking about their idea of the game. “
NFL Sunday Ticket and NFL RedZone subscribers can watch two to four streams together based on program start and end times with a feature called multiview.
Wilms said next year, his team would continue to pilot a feature called “watch with,” where the viewer can watch both an event and a creator at once on screen.
“The clock is born from this concept that creators are commentators,” Wilms said. “We are in the early stages of progression of this function. But we believe it will be incredible for creators and spectators. “
Children’s content works on TV, Wilms said.
“I think because one of the big value props of YouTube on the big screen is the ability to co-watch it with others, whether it’s friends or family,” Wilms said.
During the last year, Rachel’s YouTube channel, which has 12. 8 million subscribers, has had one of the visualization times of the television platform, the company said this week. This month.
Last year, YouTube combined the children of YouTube and YouTube in an application for the living room. Now, YouTube is launching a function for televisions called Parent Code, which allows parents to establish a content in adult -centered content in the application.
YouTube creators are redefining what a podcast is.
Traditionally, a podcast was considered a single audio experience. But now, many creators create video podcasts that look like a communication display format.
“With video podcasts in the living room, you can put them on your TV and watch them or pay attention to them while doing anything else hands-free,” Wilms said.
Wilms said audiences decide to watch content on the big screen via a cell phone or PC for 3 main reasons: They are loyal fans of a creator; They need to watch content with others; Or they’re at home watching while doing something else, like blanking or making dinner.
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