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YouTube features took center stage at this year’s Brandcast upfronts, as the platform celebrated its dominance in connected TV (CTV) streaming and unveiled a slate of tools for advertisers and creators.

For the first time, TV has overtaken mobile as the primary device for YouTube viewing, signaling a major shift in user behavior and platform strategy.

TV Is Now King of YouTube Viewing

According to Nielsen, YouTube has been the No. 1 streaming service on U.S. TV sets for over two years. This surpasses giants like Netflix, Disney+, and Amazon Prime Video.

As of Q1 2025, televisions overtook mobile devices as the primary way people watch YouTube content. In fact, in February and March 2025, YouTube was the top media company based on U.S. watch time across broadcast, cable, and streaming platforms combined.

YouTube CEO Neal Mohan emphasized this milestone during the Brandcast presentation, saying:

“YouTube is not just a video platform; it’s the home of culture. From the biggest artists to homegrown creators, we are shaping how people watch and engage with content on the largest screen in their homes.”

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Brandcast Brings Out the Stars

Held at Lincoln Center’s David Geffen Hall in New York City, the 2025 YouTube Brandcast was filled with star power. Lady Gaga, MrBeast (Jimmy Donaldson), Brittany Broski, Sean Evans (host of Hot Ones), and IShowSpeed all made appearances.

NFL Commissioner Roger Goodell joined the stage to announce that YouTube will exclusively stream the NFL’s first Friday game of the 2025-26 season—from São Paolo, Brazil, for free worldwide (excluding Canada and a few countries).

Also appearing were former NFL stars Julian Edelman and Rob Gronkowski, highlighting the platform’s continued investment in live sports and event-driven content.

 Full Variety coverage

New YouTube Features for Advertisers

At Brandcast, YouTube unveiled several new features designed to attract advertisers, especially those looking to associate their brands with major cultural events and high-engagement moments:

• Sponsorship of Cultural Moments: Brands can now buy ad packages tied to moments like the Oscars, Emmys, Black Friday, and the PGA Championship.
   More details via MSN
• Gemini AI-Powered Ads: Using Google’s Gemini AI, YouTube will identify “peak moments” in content to serve contextually relevant ads when users are most engaged.
   The Verge explains Gemini ad tech
• Immersive CTV Masthead Ads: A new “cinematic” edge-to-edge format gives advertisers high-impact visibility on TV screens. This is one of the key new YouTube features.
• Interactive CTV Shopping: Users can now shop directly from YouTube on connected TVs via product feeds integrated with Google Merchant Center, building on QR codes and send-to-phone features.
   See coverage from Android Authority

New Tools for Creators

Creators also benefit from YouTube’s latest rollouts:

• Seasonal Episode Navigation on TV: Series like Good Mythical Morning and Challenge Accepted can now be watched in bingeable formats on smart TVs.
• Enhanced Exposure During Key Events: With ad buyers targeting major cultural events, creators whose content aligns with trending topics may see increased monetization and reach.

As Mohan said:

“We’re giving creators the same tools and visibility as traditional Hollywood, while giving advertisers the ability to tap into culture in real-time.”

Red Carpet Buzz

Before the main event, YouTube hosted a red-carpet pre-show co-hosted by creators Haley Kalil and Julian Shapiro-Barnum (Recess Therapy). Stars like Casey Neistat, HopeScope, Adam W, and Jordan Howlett also made appearances.