Why YouTube’s TV App Is Winning Over Mobile Users
YouTube’s mobile app has become less appealing compared to its TV app, and there’s a clear reason for this shift. While YouTube on mobile struggles to define its identity, the TV experience caters to users looking for a more streamlined, subscription-like interface—something closer to Netflix than TikTok.
In YouTube’s recent yearly letter, CEO Neal Mohan revealed that more users are now watching YouTube on TV than on mobile. Although specific monthly metrics weren’t shared, the letter cited Nielsen data showing viewers watch over 1 billion hours of YouTube videos daily on the big screen. Despite the rise of YouTube Shorts, the TV app continues to dominate in viewing time.
YouTube’s TV app has embraced the role of a streaming service, offering features like a “second screen” experience for interactive viewing and a “Watch With” feature for creators to do live commentary, aimed at competing with platforms like Twitch. According to Alphabet’s December 2024 earnings report, the number of creators generating most of their YouTube revenue from TV screens increased by over 30% year-over-year. This underscores the platform’s growing focus on the big screen.
YouTube’s TV app stands out because it organizes content effectively, with horizontal rows that provide a curated yet expansive selection. It focuses on subscriptions and long-form content while retaining user-favorite features like the “continue watching” tab. Meanwhile, the mobile app has morphed into a hybrid of Shorts and algorithm-driven recommendations, often emphasizing short-form content at the expense of long-form engagement.
The mobile feed now resembles “YouTube Shorts-lite,” prioritizing vertical swiping and trending clips over personalized subscriptions. However, this approach clashes with what many users love about YouTube: its depth of content and focus on creators. While TikTok thrives on quick dopamine hits, YouTube’s mobile app alienates users who prefer long-form, meaningful content.
The popularity of YouTube’s TV app is even more striking given the rising costs of YouTube TV, now priced at $83 a month as of December 2024. This makes it as expensive as Hulu Plus Live TV, but unlike Hulu, it doesn’t bundle YouTube Premium. Despite these price hikes, YouTube’s big-screen experience continues to win over users with its focus on better organization and viewer engagement.
In contrast, YouTube’s mobile app struggles to balance its identity, leaving users longing for a more cohesive experience—one that focuses less on algorithmic short-form content and more on the long-form content that made YouTube a global favorite in the first place.