YouTube unveiled a new interactive shopping feature for connected TV (CTV) viewers during a presentation to advertisers this week, highlighting the growing shift toward integrated, shoppable television experiences. The platform showcased its latest ad format, which offers viewers an interactive product feed that appears directly on their television screens during commercial breaks.
Acknowledging that many consumers simultaneously browse products on their phones while watching TV, YouTube designed this enhanced ad experience to streamline the shopping process. Products featured in ads now show up conveniently on the right side of the TV screen, providing viewers the option to browse through items using their remote controls. When interested in purchasing, viewers can use their smartphones to scan a displayed QR code, instantly acquiring a link that directs them to the product online. Alternatively, by pressing and holding a designated button, viewers are able to send themselves direct links for all advertised products simultaneously.
YouTube has solidified its position as a dominant player in the TV streaming landscape, consistently outpacing rivals such as Netflix, Disney+, and Prime Video in overall U.S. viewing hours for more than two years running. The company pointed to internal data indicating that in the first quarter of 2025, televisions emerged as the primary viewing device for YouTube in American households. Additionally, referencing a recent Kantar survey, YouTube noted it has become the top platform where U.S. viewers seek out brand-related information. The interactive campaigns on connected TVs generated over 50 million average monthly conversions during the last three months of 2024 alone, illustrating the format’s powerful customer engagement.
This trend toward interactive, shoppable advertising on streaming television platforms has been gaining traction across the industry. Earlier this week, Amazon introduced a similar initiative for Prime Video, featuring ads that integrate product details, shipping information, and customer reviews—all accessible directly through the viewer’s remote. As streaming services increasingly combine retail features with their content offerings, YouTube’s new format marks another significant step forward in the convergence of commerce and connected TV advertising.
