How to create engaging YouTube content for TV
Here’s how artists can take advantage of YouTube’s dominance on TV to grow their fanbase, deepen engagement, and unlock new monetization opportunities.
YouTube is no longer a mobile-first platform. In fact, TV has become the primary way viewers watch YouTube content, with the platform hitting a record-breaking 11.1% share of total US TV viewership in December 2024– surpassing traditional TV and even streaming giants like Netflix.
What does this mean for the music industry? A huge opportunity.
From music videos and behind-the-scenes footage to podcasts and exclusive content, creators now have the chance to reach fans on the biggest screen in the house. YouTube’s dominance in TV is reshaping how content is made. For artists, it’s a golden chance to diversify their online presence and connect with superfans in a more engaging way.
YouTube recently shared a list of tips to help creators succeed in this TV-first era. Here’s how artists can apply that to build a strong presence on YouTube for TV.
7 ways to optimize YouTube content for TV
1. Lean into the TV experience
TV viewers expect a polished, high-quality experience. That doesn’t mean every video needs a huge production budget, but consider the quality of the content that fans will actually want to watch.
With that being said, TV is also a “lean-back” experience. Fans often watch casually, so mix in more relaxed, easygoing content like tour diaries, studio vlogs, and behind-the-scenes footage. This may sound contradictory, but it may be best to play around and see what works best with your fanbase.
2. Think long-form videos
Watching on TV invites longer viewing sessions. Use this to your advantage by dropping exclusive documentaries, tour footage, or recording sessions. This is the perfect space to give your fans something longer to sit back and enjoy.
3. Earn your spot on the sofa
People’s time on the sofa is valuable. If you want them to spend time watching you, the story has to deliver. Whether it’s a day-in-the-life, a tour vlog, or a mini-doc, make sure your content holds a pace that keeps viewers engaged – every minute should count.
4. Take inspiration from others
Look around on YouTube for inspiration. What are other artists doing? What types of videos are trending? What content is gaining views and engagement? Learn from what’s working and adapt it for your content.
5. Use your TV analytics
As well as looking at what may be working for other creators, make sure to check into your own YouTube analytics. YouTube gives creators access to analytics specifically for TV viewership. Dig into your data to see what is already working and let this guide your TV strategy.
6. Make your content global
Consider dubbing your long-form videos or adding multi-language subtitles to make your content more accessible to fans worldwide.
7. Don’t be afraid to experiment
Play with different formats, video lengths, and posting styles to see what works best with your fans. YouTube is still evolving in the TV space, so there’s room to try new things.
Here’s why YouTube on TV matters for artists
Leaning into YouTube’s growing TV audience can open up many opportunities as an artist.
Reach more fans
With over 1 billion hours of YouTube watched daily, and TV being the main viewing platform, optimizing your content for the big screen puts you in front of a massive audience.
Deepen fan connection
Long-form content lets fans spend more time with you, helping turn casual listeners into superfans.
Diversify your online presence
YouTube provides an extra space to expand your online presence. It’s a space to tell your story and grow your community.
Earn more money
YouTube can not only expand your reach, but provides the perfect opportunity to earn additional income. The platform offers a wide range of monetization tools.
Fuel your socials
Turn clips from your long-form TV content into bite-sized social posts for TikTok, Reels, and Shorts. This way, you’re easily supplementing your usual social media platforms.
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