YouTube launches TV app in the US to better serve in-home viewing


MUMBAI: YouTube continues to march into traditional TV’s domain. Earlier this year, it launched its 40 channel bundle in the US for about $35 in certain markets. Along with some originals, the personalisation and recommendation has helped its content consumption skyrocket. Using Chromecast, viewers in 50 markets in the US can now watch it on their TV sets, apart from wirelessly watching it on their tablets, their phones and their computers.

But that was a thing of the past: it has just announced the launch of its own YouTube app which will first be available on the Android app store for any Android TVs and Xbox Ones, followed by releases on Apple TV, Roku and smart TVs from Samsung Sony and LG.

Why did the streaming service-turned- cloud pay TV operator have to take this route? YouTube executives state that customers insisted that they wanted it on more fixed devices, especially in US living rooms which are primarily TVs. Data showed that despite the mobile first option, living room is still the hub of entertainment.

Additionally, it is just protecting its turf. Traditional advertising on desktop browsers is sliding, and mobile ads are picking up the slack, even as viewers are continuing to consume content in living rooms on their TV sets. By launching an app for its YouTube TV, it will be able to capture some more ad dollars is the reasoning.

The YouTube TV app has an in-depth programming guide. Each channel has a page which features the top programmes, a zapper sidebar lets you scroll through channels even as a you watch a show of your own. And what’s most important is the voice enabled search which allows you to talk to your TV set.

The YouTube TV app built for actual television sets doesn’t cut any of the features you find on the mobile version, but it does add a bunch of new ones. Mobile didn’t feature an in-depth programming guide, but the living room experience has one, so you can see what’s playing a few hours in the future. There are also channel pages that show off top picks from network partners. The programming team built the app in HTML so it can easily be ported onto any device without having to recreate it for other operating systems of other smart TVs.

Recent data releases from YouTube have revealed that close to a billion hours of video are being watched every day. Mobile viewing accounts for 600 million; desktop is at 300 million hours, while TV accounts for 100 million hours. But the last is growing at a rapid 70 per cent per annum; hence the YouTube App will only see it accelerate faster.

Clearly, the battle for viewers eyeballs with traditionally delivered cable TV is only going to get more intense. When the service will arrive in India is not known. But it’s something that both India’s struggling cable TV MSOs and operators need to keep a close watch on. Google, with its billions of dollars in cash reserves, can turn on the switch in a second. And that might be too late for the low-on-cash Indian cable TV distribution system.

Latest Reads

Aastha TV to launch VOD app

In yet another move to capture the imagination of the Indian audience, Acharya Balkrishna-backed Vedic Broadcasting Ltd will launch its video-on-demand app today. For the upcoming app, the network has partnered Uday Reddy-led YuppTV. Interestingly, Aastha TV is already available as a live channel...

iWorld Over The Top Services
BTVI brings power packed line up to decode Budget 2018

As the Central Government gears up to present the last full budget before elections in 2019, India’s premiere English business news channel, BTVI has launched a power packed line up of shows in the run up to Union Budget 2018. Given the significance of this budget, the channel has aptly introduced...

iWorld Over The Top Services
hoichoi launches new brand anthem to celebrate life

After entertaining audiences with the best in Bengali entertainment, hoichoi, the world’s largest digital platform exclusively for Bengali content, has now launched its brand anthem. The anthem is an ode to celebration and talks about taking a break from busy schedules, getting together and having...

iWorld Over The Top Services
Live coverage of Australian Open 2018: #LIVtheGrandSlam

SonyLIV, the premium OTT platform of Sony Pictures Networks India (SPN), is all set to stream the Australian Open 2018. Also, known as the ‘Fans Slam’, the Australian Open is chronologically the first of the four Grand Slam Tennis events of the year. It will play out on SonyLIV from 15-28 January...

iWorld Over The Top Services
Launch of 1st indian sports radio channel - sports flashes

Sports Flashes, India’s biggest Multi-sports app launched the first Sports Radio Channel of India.

iWorld Over The Top Services
Sports fans power 35-40% of traffic on SonyLiv

MUMBAI: Contrary to popular opinion, SonyLiv is attracting a significant quantum of viewership courtesy its base of hardcore sports fans. Despite a concerted effort to provide entertainment across genres, sporting events have managed to pull in the eyeballs for the over-the-top (OTT) player in...

iWorld Over The Top Services
Amazon prime music inks a deal with zee music company

Amazon today announced a content deal with Zee Music Company that will add over 450 film soundtracks in Hindi & regional languages alongside 250 Independent artist content thus adding to the wide catalogue of millions of Indian and International songs on Amazon Prime Music. Soon to be launched...

iWorld Over The Top Services
Airtel offers free Amazon Prime subscription on plan

Bharti Airtel and Amazon India have joined hands to ring in an entertaining new year for customers. New and existing Airtel postpaid customers with an infinity plan of Rs 499 or above will get a one-year Amazon Prime membership, worth Rs 999 for free.

iWorld Over The Top Services
Evergent expands internationally and opens sales offices in india and south america

a leading provider of cloud-based, user lifecycle management solutions for video service providers, today announced the opening of two new sales offices in Mumbai, India and Sao Paulo, Brazil that will service the India, South Asian and South American markets supporting customers and partners —...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories