As Living Room Viewing Booms, YouTube Debuts Live Dubbing, Shorts Series And Raft Of Other Features

YouTube CEO Neal Mohan kicked off the company’s annual creator-focused product event Wednesday with an emphasis on innovation and the living room.

“Since the start of the year, we’ve launched over 3,000 product updates and improvements, keeping up with evolving viewer taste and increasing creator ambitions,” he told attendees at the Made on YouTube event in New York.

Mohan noted that YouTube has led all streaming platforms in overall view time for the past three years, according to Nielsen. The company said more than half of its top 100 creators get most of their viewing on a TV screen.

In a blog post published during the event, Kurt Wilms, Senior Director, Product Management, YouTube on TV, said the company plans to “continue giving creators the prime time treatment as they experiment with different formats.”

The company unveiled Shorts series, enabling creators to structure their Shorts into seasons and episodes, a structure that suits living room viewing. The feature is also available to creators on mobile and web.

Livestreaming is another key area of focus. Noting that more than 40% of live watch time comes from viewers outside a creator’s home country, YouTube announced live auto-dubbing, starting in early 2027.
The feature automatically translates speech in real time, so viewers can listen along in their preferred language.

Given how vital advertising is to YouTube, the company also had offerings with implications for brands. The company’s recently introduced YouTube Shopping tags drive more than twice as many clicks as adding links in the description of a video, YouTube said. The tagging feature lets creators monetize audiences on Shorts and in the living room.

Drawn by that financial opportunity, more than 1.3 million creators have enrolled in the YouTube affiliate program, which the company says has lifted gross merchandise volume by 13x over the past two years.

YouTube said it is expanding our affiliate program to 35 countries by the end of the year. The company is also expanding a functionality allowing creators to tag Amazon products in the U.S. to India by the end of 2026.