As YouTube expands on TV, it pushes deeper into interactive video formats

The living room is becoming a key battleground for YouTube as more viewers shift toward watching content on television screens. In response, the Google-owned platform is increasingly focusing on making TV viewing more interactive, particularly across formats like live streams and Shorts, according to recent job listings.

This shift is reflected in a growing number of YouTube job postings centred around “living room” experiences. These roles span product, design, and engineering, and cover areas such as live streaming, Shorts on TV, and subscription-based features. The hiring activity points to a broader effort to strengthen engagement on the largest screen in the home.

Data shared from eMarketer shows that connected TVs accounted for more than 44% of YouTube’s watch time in the U.S. in 2026, up from around 41% in 2022. This steady increase highlights how viewing habits are evolving, with television becoming a dominant platform for video consumption.

The job listings reference a range of planned features to boost interactivity on TV. These include options like live chat, gifting, and multi-device controls for live viewing. There are also efforts underway to make Shorts more engaging and community-driven when viewed on television. Some roles focus on building shared live experiences that allow creators and audiences to connect in real time. In contrast, others emphasise partnerships with connected TV manufacturers and streaming device platforms to expand distribution. Hiring efforts are taking place across multiple regions, including the United States and India. Several listings also indicate plans to expand a YouTube Live engineering hub in Bengaluru, which will focus on modernising live streaming capabilities for TV environments.

The company’s push comes alongside the rollout of new features designed for TV users. These include AI-powered voice search and a second-screen feature called “TV Companion,” which allows viewers to interact with content on their smartphones. YouTube has also introduced “Stations,” which are continuous 24/7 streaming channels. In addition, the platform recently partnered with FIFA to deliver what it described as an immersive viewing experience for the FIFA World Cup 2026 across multiple devices.

Despite these efforts, making television viewing more interactive remains a challenge. Engagement on TV has historically lagged behind mobile and desktop platforms, largely because interacting with a TV interface is less intuitive. According to industry analysts, viewers are less likely to engage actively when watching on larger screens than on smartphones.

Even so, YouTube’s strong position in the video market could give it an advantage as it experiments with new formats. The platform continues to bridge the gap between social media and traditional streaming, setting it apart from competitors. With its growing share of TV viewing — now accounting for around 12.5% of total TV consumption — YouTube is well-positioned to test and refine new interactive experiences. Whether these innovations will significantly change how people engage with content on television remains uncertain, especially as user behaviour on TV continues to differ from that on smaller, more interactive devices.