YouTube has released a number of new updates to improve the TV user interface on Wednesday (local time).
These changes focus on three main areas: QR code shopping, improving the AI viewing experience, and optimizing content search.
According to Nielsen's report, YouTube currently accounts for 12.4% of total TV watching time, surpassing Disney, Paramount and even Netflix.
To strengthen that position, the platform is testing e-commerce QR codes, allowing viewers to scan the display code in the video to immediately access the product page.
This feature helps creators directly link goods to their content, opening up new directions in the shopping video model.
According to YouTube, in 2024 alone, videos related to TV shopping attracted 35 billion views, and the number of channels with six-digit revenue from TV platforms increased by more than 45% compared to the previous year.
Although QR code technology is not new and has been applied by Roku or Peacock, YouTube said its goal is to support creators to sell more effectively and take advantage of the existing commercial ecosystem.
Along with that, YouTube is deploying AI to upgrade video quality, helping to automatically convert low-resolution videos to Full HD, and in the future can expand to 4K.
The creator still retains control of the original content, while viewers can choose the appropriate display quality.
Another improvement is 4K thumbnail with the ability to increase the resolution from 2MB to 50MB, along with the ability to download larger videos for some chosen creators.
In addition, the new context search feature allows users to find videos right in the channel page, helping display results focus more on the content of that channel itself.
Analysts say that with this series of updates, YouTube is not only upgrading the TV viewing experience, but also turning TV into an interactive commercial platform, combining content, AI and direct shopping capabilities. This is a direction that can shape the future of the digital entertainment industry.
