Making Creator Headlines · Page 5
YouTube Finds the Living Room and Discovers the Couch Has a Wallet
· New York time
YouTube subscriptions are rising as more users turn to connected televisions, while advertising growth slowed in the third quarter of fiscal 2026. Alphabet reported that YouTube advertising still brought in more than $11 billion in revenue for the quarter. The figures show two important parts of the platform's business moving at once. Advertising remains a large source of money even with slower growth, while subscriptions are increasing as viewing expands on television screens. The reported ad revenue is not the same thing as a combined total for subscriptions and advertising. For creators, a larger living-room audience can affect how their work is encountered. A video that began life as something to watch on a phone may now compete for time on the biggest screen in the house. For YouTube, more viewing on connected TVs places its service alongside a range of other things people watch with a remote. The business has a neat two-part pitch: viewers can watch, and advertisers can pay to reach them, while some viewers also choose subscriptions. The couch, once content merely to hold a family, has become valuable territory in a contest for attention. It will not receive a quarterly report of its own, but it may be the hardest-working piece of furniture in streaming.
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