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

What Happened

YouTube is expanding interactive features for television viewing, according to job postings across product, design, and engineering teams. Connected TVs account for over 44% of YouTube watch time in the U.S. in 2026, up from 41% in 2022. New features include chat, gifting, multi-device controls for live streams, and interactive Shorts. YouTube is also developing voice search, a TV Companion app, and 24/7 linear streams called Stations. Hiring spans the U.S. and India.

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