YouTube strengthens its position as the new streaming hub on Connected TV (CTV)

In recent years, YouTube has evolved from being just the world’s largest video platform to becoming a key player in the Connected TV (CTV) ecosystem. Its latest move reinforces this position: the company is redesigning its CTV app to integrate third-party content directly into its home screen.

From video platform to full entertainment hub

The new design will allow users to access subscriptions from services such as Peacock, Paramount+, and Max without switching apps — a model similar to Prime Video or Apple TV+. With this update, YouTube aims to simplify the viewing experience and become a single entry point for streaming content consumption.

According to an eMarketer report, this change comes at a strategic time: YouTube consumption on CTV already surpasses mobile viewing, especially in the United States. Larger screens, improved connection quality, and longer viewing sessions are pushing the platform to prioritize the connected TV experience.

More opportunities for advertisers

YouTube’s shift toward a video-on-demand (VOD) model opens up new possibilities for brands.
Automatic previews — similar to Netflix — and featured placements for partner services enable more immersive and high-impact ad formats.

Additionally, the integration of licensed, season-based content encourages longer user sessions and therefore increases advertising exposure time.

Strategically, YouTube is reducing user friction by eliminating the traditional “app switching.” This not only improves user experience but also expands ad inventory within a more centralized and high-retention environment.

Challenging Prime Video and Apple TV

With this move, YouTube is positioning itself to compete directly with major streaming aggregators.
Its advantages: a massive active user base, a robust advertising ecosystem, and the ability to deliver personalized experiences for both creators and advertisers.

The goal is clear: to become the ultimate hub of digital entertainment, where creator content, channels, and premium platforms coexist within a single interface.