As YouTube grows on TV, it is looking to more interactive videos across formats

The living room has become a central battleground for YouTube, with more people turning to their television screens. The Google-owned platform is now trying to make watching videos on TV more interactive, via formats such as live streaming and shorts, and new function listings are emerging.

This shift is reflected in a wave of recent job postings on YouTube that focus on “living room” experiences in product, design, and engineering, which include live streaming, Shorts on TV, and subscription features. These point to a broader push to deepen engagement on the bigger screen. The move comes as connected TVs accounted for more than 44% of YouTube viewing time in the US in 2026, up from about 41% in 2022, according to data from eMarketer shared with TechCrunch.

The functionality listings point to features like chat, gifting, and multi-device controls for live viewing, along with efforts to make Shorts videos more interactive and community-based on TV. Some roles emphasize shared live experiences that connect creators and audiences in real-time, while others highlight working with connected TV and streaming partners to expand distribution. Other listings also mention working with media and product partners like YouTube Primetime Channels as part of efforts to create YouTube TV shows.

Recruitment extends to the United States and India. Moreover, multiple listings show plans to expand the YouTube Live engineering center in Bengaluru which is focused on updating live streaming for living room surfaces.

The push comes as YouTube rolls out new features aimed at the living room, including AI-powered voice search on TVs. It’s also working on a second-screen “TV Companion” feature that lets viewers interact with videos from their phones, and has introduced “Stations,” which are 24/7 linear streams, The Verge reported. Last month, YouTube partnered with FIFA around the 2026 World Cup to deliver what it described as an “immersive” viewing experience across devices. These efforts come as the platform’s presence on TV continues to grow, with YouTube now accounting for 12.5% ​​of total TV views.

However, making TV more interactive is still a challenge. Even as YouTube seeks to expand its presence on TV, engagement on the larger screen has historically lagged behind mobile and desktop. “Viewers don’t interact with TV screens the same way they interact with phones. It’s a cliche,” said Ross Bennis, senior TV and streaming analyst at eMarketer.

He added that interactive features on television have so far remained specialized, which limits their impact on viewer behavior.

Despite the challenges, YouTube’s position in the market could give it an edge as it experiments with new formats on TV. “YouTube straddles the line between social streaming and traditional streaming, and continues to outperform both. YouTube doesn’t just lead a category, it’s its own category.” Bennis told TechCrunch.

It remains to be seen whether YouTube can translate its dominance on TV into more interactive viewing, especially since user behavior on the larger screen still differs from mobile.

YouTube did not respond to a request for comment.