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Connected TV (CTV) viewing – or watching on your home TV set – has been YouTube’s fastest-growing segment, while Shorts has been its fastest-growing format.
It makes sense, then, that YouTube has combined the two, with YouTube launching a new Shorts experience on your home TV, which will show Shorts in full-screen, active format on your big screen.
As you can see in this example, the new Shorts display will show a small viewing window in the middle of the screen, while users will be able to interact with short clips with their TV remote, enabling them to skip, select title tags, and more.
YouTube says it has conducted a variety of user tests to establish the best format for showing Shorts on the big screen, with the aim of creating an experience that preserves the essence of Shorts in a new way.
As per YouTube:
“It was important that the experience of Shorts on television felt in line with what the public is seeing on mobile and nature on the big screen. “
The benefit of showing short content on the big screen is that more people can tune in at the same time, which changes the process, and can help engage more users than YouTube’s TV alternatives.
The increase in CTV viewership is an important way to recognize marketers, because it enables advertising like TV to work without the high cost of traditional TV campaigns, and a digital platform that is targeted to improve your reach.
And with YouTube adding short ads, that could open up new opportunities for brands to reach an engaged audience through YouTube’s TV program.
The rise of VOD services in general has been the main change – and indeed, many young viewers no longer watch traditional TV channels, many are more in tune with YouTube and content creators in apps, with Netflix, Disney +, etc. .
With this in mind, all marketers should take note, and the addition of Shortcuts to YouTube CTV is another important development in this direction.
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