YouTube has said its short-form video product, Shorts, is gaining unexpected traction on television screens, even though the format is designed primarily for mobile devices.
The company disclosed that viewers now watch more than 2 billion hours of YouTube Shorts—videos of up to three minutes, on TV each month, underscoring a shift in how audiences consume vertical video content.
YouTube’s senior director of product management for YouTube on TV, Kurt Wilms, said the living room has become the platform’s fastest-growing screen.
“The living room is YouTube’s fastest-growing screen, and the Shorts experience is further helping connect viewers with the world’s most active creator community from the comfort of their couch,” said Wilms. “We’ve found that audiences increasingly want to watch their favorite content on the biggest screen at home, whether it’s long-form content, a podcast, or a Short.”
YouTube said U.S. users alone now watch over 200 million hours of content daily, with Shorts increasingly appearing in TV search results and recommendations, driving accidental and intentional viewing on larger screens.
The push aligns with broader efforts to expand engagement on connected TVs.
Google TV, operated by YouTube parent Alphabet, has also introduced a “Short videos for you” row on its home feed to increase discovery and watch time.
