Google does not just want to be the world’s most widely used search engine and video platform. It also wants to conquer the living room: that moment when people watch TV together, comment on it and stay tuned for hours.
In the United States, YouTube is now the most-watched streaming service on TV. It accounts for around 13% of total television viewing time and consistently outperforms Netflix. The strongest growth comes from long-form content, meaning videos longer than 30 minutes.
YouTube on TV: from platform to destination
To encourage television viewing, Google is thinking increasingly like a publisher. It takes programming, habit and a reason to switch on and stay. That is why it is increasing investment in events that capture attention in real time and spark immediate conversation.
- premium sport and recurring fixtures, such as the NFL, NBA and March Madness
- concerts and cultural moments that bring different generations together
- long and serial formats that work well on the big screen
Google’s living-room strategy
At the heart of the plan is reaching older audiences too. People over 50 account for around 36% of YouTube’s TV audience, more than teenagers and millennials combined. It is a clear sign: the platform is becoming a general-interest channel, but with a digital approach.
The Oscars on YouTube: a new era
Among the boldest moves is buying major events. At the end of 2025 came news bound to spark debate: the acquisition of exclusive global rights to Oscar Night, starting with the 101st edition, scheduled for 2029, through to 2033. It would be a historic turning point, taking the event away from its long-standing broadcaster ABC, which has aired it since 1976.
Google is not interested in owning the event forever. It needs it for as long as it takes to establish a new TV viewing experience.
In this approach, major events act as an accelerator. They drive installations, subscriptions and new habits, until opening YouTube feels natural even when looking for a scheduled TV event.
Technology and advertising: why YouTube is hard to imitate
The contest is not just editorial. YouTube brings TV a range of capabilities that traditional television struggles to replicate.
- 4K streaming and dynamic quality management
- podcasts on TV, with around 400 million viewing hours a month
- customisable multiview, perfect for sport
- profiled, measurable advertising with advanced segmentation
- AI auto-dubbing to scale global distribution
The model seems to work. YouTube TV is growing while cable TV loses around 9.9% of subscribers each year. At the same time, measurability and personalisation make the medium more attractive to performance and brand budgets.
And in Italy: which events could become living-room fixtures
If the strategy were to expand here too, the question is which Italian events have the right characteristics. Sanremo is a natural candidate, but so are derbies and big matches, national sporting events and certain high-impact cultural formats.
What to do today if you work in marketing
Start thinking in terms of scheduled events and big-screen formats. Plan creative work designed for TV with digital targeting and measurement. If you produce content, experiment with series and long-form content, because these are growing fastest in the living room.
Something will happen. One thing is certain: television is changing, and YouTube wants to be its future.