YouTube has emerged as the leader in U.S. TV viewership, exceeding 12.5% of total TV viewing for the fourth month in a row, outpacing traditional media rivals like Netflix and CBS. Its transformation from a mobile-centric platform to a significant player in the TV space began with its first native TV app and investments in cable distribution. This strategy aimed at making YouTube a staple in living rooms, with a focus on the 'living-room experience' and collaborations with TV ecosystems, guided by product VP Christian Oestlien.
YouTube has successfully repositioned itself from a mobile-centric application to a dominant player in television viewership, capturing 12.5% of total TV viewing in the US.
By developing an accessible app for various TV platforms, YouTube encouraged viewing on large screens and expanded its footprint in the traditional TV landscape.
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