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TV Is Now the Main Screen for YouTube — What This Means for Creators
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April 24, 2025
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TV Is Now the Main Screen for YouTube — What This Means for Creators

Olena Bakhtii
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In 2025, for the first time in YouTube’s history, TV screens officially overtook smartphones in total watch time across the U.S. Every day, viewers now spend over 1 billion hours watching YouTube on the big screen.

What’s driving this shift?

The television has evolved into a new kind of personal computer — fully connected to the internet, equipped with apps, and ready to stream YouTube at any time. It’s easy to use, even for people with minimal tech skills.

But more importantly, the TV is perfect for passive content consumption. People often hit play and let videos run in the background — while eating, cleaning, or relaxing. YouTube has become a natural part of the household routine — a kind of background soundtrack to everyday life.

This “hands-free” viewing experience plays a major role in boosting total watch time. And the more minutes people spend watching, the more ad impressions are served — which means higher monetization potential for creators.

YouTube Is the #1 Media Platform on TV Screens

The chart below comes from Nielsen’s February 2025 study, which reveals how viewers are spending their time on television — and YouTube is leading the pack.

Source: Nilsen NPOWER

With 11.6% of total TV watch time, YouTube has pulled ahead of giants like Disney, FOX, and Netflix. And it’s not slowing down — that number jumped by 2% in just one month.

This isn’t just a mobile app on a bigger screen anymore. YouTube is becoming a fully-fledged streaming powerhouse, competing head-to-head with traditional broadcasters — for audience attention, watch hours, and ad dollars.

Media companies are already catching on. In the UK, both Channel 4 and ITV have built entire strategies around YouTube:

  • Channel 4 now treats YouTube as an extension of its broadcast operations — uploading full-length documentaries, episodes over 3 hours long, and monetizing them alongside their TV content.
  • ITV signed a strategic partnership with YouTube to distribute hundreds of hours of content — from short clips to full shows — supported by personalized ad campaigns.

These moves signal a major shift. And they also open the door for independent creators to claim their space on the big screen.

YouTube itself is adapting — rolling out UI changes for TV users and launching large-scale projects optimized for living room viewing.

In this article, we’ll break down:

  • How YouTube viewing habits are changing on television
  • Who’s watching YouTube on the big screen
  • What formats and content themes draw the most attention
  • And how you, as a creator, can adapt your channel to boost views and increase monetization opportunities.

YouTube Is Getting More Comfortable on the Big Screen

YouTube is no longer just "a mobile app on a bigger display" — it's rapidly evolving into a full-blown streaming ecosystem, more and more comparable to platforms like Netflix or Hulu.

So what’s changing?

YouTube is actively redesigning the platform to make it more TV-friendly and seamless to navigate from the couch. Here are some of the key upgrades:

  • Easier navigation and larger video previews designed for remote control use
  • Subscriptions to shows, sports, and movies directly within YouTube
  • Live sports streaming, like the NFL Sunday Ticket.
  • Second-screen features, allowing viewers to watch on TV while interacting — leaving comments, shopping, or reacting — from their phone.

This evolution is already visible in how creators structure and present their content. For example, creator Michelle Khare publishes episodic content like her series “Challenge Accepted”, which is perfectly formatted for TV viewing — making it easy for audiences to binge-watch entire seasons right from their living room screen.

What Are People Watching on YouTube via TV?

It’s not just classic YouTube videos anymore — TV viewers are exploring a much wider range of content on the platform.

Here’s what’s dominating the big screen:

  • Podcasts — Over 400 million hours of podcast content are watched monthly on TV. One standout example: the hugely popular PowerfulJRE podcast.
  • Shows, sports, documentaries, and livestreams — Think long-form content from creators like MrBeast or Challenge Accepted by Michelle Khare.
  • News — YouTube is rapidly becoming a go-to platform for news consumption.

YouTube Is Becoming a News Hub

More and more people are turning to YouTube — not traditional TV or newspapers — to stay informed.

According to a 2024 Pew Research Center study:

  • 37% of U.S. YouTube users say they regularly get news on the platform
  • Over 54% of American adults sometimes use social media for news, and YouTube ranks among the top sources

From politics to global affairs to regional updates, YouTube has evolved into a search engine for news, and the TV screen has become the most comfortable way to consume it.

For creators in the news, documentary, or commentary space — this trend opens up a huge window of opportunity.

The YouTube-on-TV Audience: It’s Not Just Gen Z Anymore

The rise of YouTube viewership on television isn’t only about better UI or more polished content. One of the biggest shifts is happening on the audience side — and it’s changing how we think about who YouTube is really for.

More and more often, it’s not teens or Gen Z watching YouTube on TV. It’s older viewers — particularly those aged 50 and up — who are embracing the platform in place of traditional television.

50+ Viewers Are Watching More Than Ever

According to Nielsen’s February 2025 data:

  • Viewers aged 50–64 now make up 20.4% of YouTube’s TV audience
  • The 65+ demographic accounts for another 15.4%
  • Viewership among those 65 and older has grown by 96% since February 2023

These viewers are looking for calm, clear, and accessible content, and they’re increasingly turning to YouTube as their main source of entertainment and information — often replacing traditional cable TV entirely.

For creators, this opens up a powerful new segment to serve — one that’s growing fast and hungry for well-paced, thoughtful, and easy-to-follow videos.

Every Age Group Watches Differently — And Creators Should Take Note

When it comes to YouTube viewing habits on TV, one size definitely doesn’t fit all. Each age group interacts with content in its own way:

  • Kids typically watch videos from start to finish without skipping.
  • Younger viewers often treat YouTube as background noise — multitasking while it plays.
  • Viewers aged 50+, on the other hand, are more attentive. They watch slowly, with focus, and often together with someone else.

This shift in behavior demands a different kind of content — slower pacing, clear structure, readable subtitles, clean visuals, and topics like news, history, hobbies, culture, and wellness.

The 50+ Audience Is One of the Most Valuable

In the U.S., adults aged 55 and over control over 73% of the nation’s total wealth, making them one of the most financially powerful demographics on the platform.

This is a key reason why brands are increasingly targeting this age group — and why creators should consider tailoring part of their content strategy to engage them. Whether it’s through well-paced, informative, or lifestyle-driven videos, reaching this audience means tapping into a segment that’s not only highly engaged, but also highly monetizable.

How to Adapt Your Content for TV Viewing: Formats, Presentation, and Practical Tips

Watching YouTube on a television screen is a whole different experience — and it calls for more than just a great idea. The format, pacing, and visual quality all play a much bigger role when your content is viewed from the couch.

1. Longer Videos = More Watch Time and More Opportunities

TV is made for long-form content. Videos that are 30 to 60 minutes long perform better on big screens. They’re ideal for “background watching” — while relaxing, cooking, or doing chores.

But this doesn’t mean you should stretch content just to fill time. Quite the opposite: TV viewers are ready to stick around, if your content is engaging and well-structured.

With longer formats, you can:

  • Explore topics more deeply — You have the space to build a proper narrative, set the tone, share context, and deliver real takeaways. This is especially valuable for podcasts, interviews, deep dives, personal stories, and analytical content.
  • Integrate more ads without interrupting the flow — A 30–60 minute video can naturally accommodate 4–5 ad breaks or sponsor messages. When timed well — like before a new section or during a natural pause — they feel smooth, not disruptive. And that means more revenue.
  • Hold attention without constant action — TV viewers aren’t looking for flashy, fast-paced content. They’re comfortable with a calmer, slower tempo. That gives you creative freedom: fewer cuts, more substance.

2. Visual and Audio Quality Matter More Than Ever

On a large screen, every flaw is magnified. Blurry visuals, poor lighting, or bad audio become instantly noticeable — and can turn viewers off in seconds.

Here’s what to prioritize:

  • Shoot in 4K (or at least stable HD)
  • Use proper lighting and a quality mic
  • Apply basic color correction to keep your visuals clean and polished
  • Design thumbnails with contrast and bold text that reads well from a distance
  • Optimize your channel banner — it should be simple, legible, and TV-friendly
Pro tip
Open your own channel on a TV. See how the thumbnails look, how readable your banner is, and whether your content instantly communicates what your channel is about.

3. Use Analytics to Guide Your Strategy

YouTube Studio gives you tools to understand how your videos perform on television screens:

  1. Go to Advanced Mode
  2. Filter by device type (TV)
  3. Identify which videos get the longest watch times on TVs

Use this data to shape your content plan — lean into what works for your TV audience. As more people tune in from the living room, optimizing for the big screen isn’t just smart — it’s essential.


TV-Friendly YouTube Formats: 10+ Ideas Designed for the Big Screen

If you’re thinking about launching a new channel or developing a fresh series, consider creating content specifically designed for TV viewing. The television screen brings with it a slower, more immersive viewing experience — and the best-performing formats are the ones that reflect that.

Here are 12 format ideas that thrive on the big screen and can help shape your next YouTube success:

1. Narrative Shows / Mini-Series

Story-driven content released in episodes — whether it’s fictional, comedic, experimental, or based on real life. Each video covers a new theme or day, making it easy to binge on TV.

Example:

  • Defunctland – A documentary-style series exploring the history of closed theme parks.

2. Video Podcasts & Talk Shows

Interviews, open conversations, or “thinking out loud” formats work great in TV’s laid-back environment. Consider creating themed seasons like “Psychology for Everyone”, “Working in Tech”, or “Moving Abroad.”

Example:

  • The Diary of a CEO – Deep, personal conversations on business, mental health, and growth.

3. Atmospheric Cooking Shows

Think beyond recipe tutorials — aim for a slow, calming experience. Add stories, cultural context, or soft music for cozy evening content.

Example:

4. Documentary Investigations & Explainers

In-depth videos that unpack how something works — small-town businesses, electricity, urban development. Ideal for curious minds.

Example:

  • DW Documentary – Long-form films from Deutsche Welle covering a wide range of global topics.

5. Slow Travel Vlogs

Minimal editing, maximum immersion. Capture nature, roads, and local culture. You can narrate or use subtitles — or let the visuals speak for themselves.

Example:

  • Kara and Nate – A travel-loving couple documenting their global adventures.

6. Practical Life Tips & DIY Projects

Slow-paced, instructional content: fixing things, organizing, decorating, sewing, or painting. Great for both learning and relaxing.

Example:

  • DIY Creators – Step-by-step guides for home improvement and creative builds.

7. LoFi & Background Streams

Music, nature sounds, animated loops, or “work with me” videos — perfect for studying, relaxing, or just having something pleasant on in the background. Many of these formats run 24/7.

Example:

  • Lofi Girl – A globally popular LoFi music livestream for focus and calm.

8. Personal Stories & Video Diaries

Autobiographical or reflective content — moves, challenges, life changes. The more honest and slow-paced, the better it lands with TV audiences.

Examples:

  • Casey Neistat – Iconic daily vlogs blending storytelling with life insights.
  • Johnny Harris – Former Vox journalist delivering deep dives through personal experiences.

9. Educational Deep Dives with Real-Life Examples

Explainers on economics, media, science, or tech — broken down clearly, with relatable real-world analogies.

Example:

  • Veritasium – Explores scientific ideas through tangible, real-life experiments.

10. Daily Life & Household Routines

A genre where “nothing much happens” — but it’s relaxing to watch. Cleaning, caring for plants, daily rituals, rural life. A hit with viewers looking for comfort TV.

Examples:

  • Haegreendal – Korean channel showcasing quiet domestic life, cooking, and calm.
  • Simple Living Alaska – A couple living off the land with homesteading, food prep, and DIY.

11. Interactive Kids Content

Children’s programming performs exceptionally well on TVs. Educational series with recurring characters, interactive elements ("find the object", "repeat the move"), and long compilations are great for passive viewing.

Example:

  • Ms Rachel – English-language educational content for toddlers, focused on speech development.

12. Themed Compilations & Supercuts

One of the easiest ways to create TV-friendly content: compile shorter clips into longer playlists around a topic. Perfect for reusing existing content while keeping viewers engaged longer.

Examples:

If you're launching a new channel, don’t just edit for mobile — design your content for the TV experience from the couch. This mindset taps into a growing audience and opens the door to new monetization and growth opportunities.

TV Isn’t a Thing of the Past — It’s YouTube’s Next Big Growth Opportunity

YouTube has fully evolved into a platform built for TV viewing — and creators who adapt to this are seeing clear benefits: more views, longer watch time, and more stable revenue.

What should you do right now?

  1. Check your analytics
    Go to YouTube Studio → Advanced Mode → filter by device type. See what percentage of your views come from TV. That data will tell you how significant this audience already is for your channel.
  2. If your TV viewership is high — focus on quality
    Good lighting, crisp audio, and high resolution aren’t just “nice to have” — they directly impact how comfortable your content feels on a large screen.
  3. If your TV viewership is low — start building for it
    Analyze how your competitors’ content looks on TV. Use tools like ChatGPT to brainstorm formats that would feel more natural to watch from the couch. Experiment with TV-native formats: longer episodes, episodic series, or ambient livestreams.

For example, our partner It’s a Good Trip launched looping livestreams of scenic cycling journeys — visually calming, atmospheric content that performs especially well on TV.

TV is no longer a relic of the past — it’s a new opportunity for smart creators to grow their audience and revenue.

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