Video & Connected TV

YouTube continued its aggressive push into the living room this week with new TV features explicitly designed to combat the 'second screen problem' that plagues competitors like Netflix. The features aim to keep viewers engaged with the primary screen rather than drifting to their phones—a critical challenge as YouTube competes for lean-back viewing time. The platform's strategy reflects broader industry recognition that attention, not just impressions, is the currency that matters. Meanwhile, content creation itself is being transformed by AI, with HarperCollins announcing a partnership to convert authors' books into AI-generated YouTube Shorts, representing a fascinating collision of traditional publishing and algorithmic content formats. This experiment could signal a new revenue stream for publishers while raising questions about creative authenticity and audience reception of AI-generated adaptations.