YouTube’s mobile app can now sync to your TV without broadcasting for a “second screen” experience – TechCrunch

YouTube is enhancing the experience of its app for those who watch videos on their TVs, the company announced today. After noticing that many YouTube users have already used the mobile app and engaged in videos while watching on the big screen, the company is now introducing a new feature that allows users to connect their TV to their iOS or Android device to sync videos. between devices. This makes it easier for users to engage with other YouTube features, such as comments, the button, or support from a creator, among other things, YouTube says.

The company showed research that found that more than 80% of people claimed to use another digital device while watching television as leading this product decision. It then looked at how people are using their own YouTube mobile app and saw that many will open the video while watching YouTube on their TV and engage in the content of their device by liking, subscribing and more.

YouTube said it saw the opportunity to tap into this user behavior to address the challenges it encountered in designing a great on-screen experience. Over the years, its designers have struggled to make it easier to use the TV app, as the remote controls are difficult to navigate, most TVs do not have a built-in browser, and there is often less space to work – especially when users. watch full screen videos.

The new mobile phone feature helps solve some of these challenges as it allows users to turn on their mobile phone instead of syncing their phone to the TV. After opening the YouTube app on the TV, they can then open the mobile app on their phone and click “Connect” at the prompt that appears to sync their viewing.

This is almost the inverse of the typical “casting” experience, where users would tap the Cast icon in the YouTube mobile app to connect their phone to the TV. YouTube has confirmed that the new feature does not depend on launch protocols, such as Google Cast or DIAL, to work. Instead, users simply log in to their YouTube account on both devices – there is no technical complexity to the end-user experience, a spokesman said.

Once synced with the new feature, users can then interact directly with their phone’s video while watching what YouTube says makes it easy to read video descriptions, leave comments, share a video with a friend, or use other features to support creators, such as Super Chat or channel memberships among other things.

But this feature also lays the groundwork for other experiences building YouTube, including e-commerce. The company says it is already testing new designs for its video viewing page, which would make it easier for users to browse and purchase products seen in videos directly from the big screen. These designs will help guide users to their mobile phone when they are ready to buy.

In this case, a message may appear on the big screen, suggesting that users open the mobile phone for a “second screen experience”. When they do, they will see a list of products featured in the video, which they can then view by tapping.

Image Credits: YouTube shopping experience

YouTube has signaled its interest in online shopping for some time, having launched livestream shopping last year, following other improvements such as trade shelves and marketable advertisements, for example. At this year’s Brandcast event in May, YouTube also said it will be up and running soon more live shopping functionsincluding confluences where creators could live together and redirects that send a creator’s audience to a brand’s channel.

According to a statement earlier this year by YouTube Chief Product Officer Neal Mohan, e-commerce is a major focus for YouTube.

Unsaid is the credible threat that TikTok has on this market. TikTok has sent users directly to other shopping platforms like Shopify or Amazon, leading millions in sales – with no Google sites used along the way.

“One of the most anticipated opportunities we will be bringing to our brands this year is Shopping,” Mohan wrote. “This new experience delves into the deep trust creators they have created with their communities to help our partners expand into the thriving world of e-commerce. the app, “read the post.

Another advantage of syncing the app to the TV platform directly is that it could give YouTube more control over critical aspects of the user experience that it can’t always dictate on third-party TV platforms. The company, for example, got into an argument with Roku over the distribution of its YouTube and YouTube TV programs on the media maker’s platform, because YouTube wanted to control things like how search results came out or how voice search worked. In previous years He had problems with Amazon, too, before finally coming to an agreement.

YouTube says the new feature will work on all smart and connected TVs that have the latest YouTube app. It will also require users to log in to YouTube and the TV app and the mobile version, and both are connected to the Internet.

The feature will appear across all platforms with the latest YouTube app in the coming weeks, YouTube says.

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