Google recently improved the viewing experience of YouTube on TV devices. After observing that many YouTube users often watch videos and interact with each other on the large screen in addition to using mobile applications, YouTube has now launched a new feature: allow TV applications to connect IOS and Android devices, so as to synchronize videos across devices**
YouTube says this makes it easier for users to use other YouTube features, such as comments, like buttons or creator support.
The company pointed out that a study found that more than 80% of people claimed to use other digital devices to promote this product decision while watching TV. Then, it studied how people use their own YouTube mobile applications, and found that many people open videos when watching YouTube on TV, and interact with the content on the device through likes, subscriptions, etc.
YouTube says it sees an opportunity to use this user behavior to address the challenges it faces when designing a large screen experience. Over the years, its designers have been trying to make TV applications easier to use because the remote control is difficult to navigate, most TVs do not have a built-in web browser, and usually have less space to use - especially when users are watching full screen video.
The new mobile feature helps to address some of these challenges, as it allows users to move to their mobile applications, not just to sync their phones with their TVs.
This function is opposite to the commonly used "projection", which is that the user clicks the projection icon in the YouTube mobile app to connect the mobile phone to the TV. After opening the YouTube app on TV, they can open the mobile app on their mobile phone, and then click connect at the prompt to sync their viewing.
YouTube confirms that the new features do not rely on projection protocols such as Google cast or dial to work. Instead, users only need to log in to their YouTube account on both devices. A spokesman said the end-user experience was not technically complex.
Once synchronized through the new function, users can directly interact with videos on their mobile phones when watching. YouTube says that it is easier to read video descriptions, post comments, share videos with friends or use other functions to support creators, such as super message or channel membership.
But this feature also lays the foundation for other experiences that YouTube is building, including e-commerce. The company said it was already testing the new design of its video viewing page, which would make it easier for users to browse and buy products seen in videos directly from the large screen. These designs will help guide users to use their mobile devices when they are ready to purchase.
In this case, a message may appear on the large screen, suggesting that the user open the mobile application to get a "second screen experience". When they do this, they will see a list of selected products in the video, and then they can click to view it.
YouTube has expressed interest in online shopping for some time. Last year, it launched live shopping, followed by other enhancements, such as product shelves and shopping ads. At the Brandcast event in May this year, YouTube also said that it would soon launch more live shopping functions, including joint live broadcasting where creators can live together and redirection of creators' viewers to brand channels.