YouTube is expanding its television experience with features traditionally associated with mobile and web use, including comments, creator posts and Shorts series. The strategy reflects a shift towards more interactive, communal viewing and helps explain why YouTube has led US television viewing rankings for three consecutive years.

The company says viewers watched more than 2 billion hours of Shorts on televisions each month, while TV viewing accounted for 14.2% of all US viewing in July. YouTube has introduced nearly three dozen updates for creators, viewers and brands this year, drawing on feedback that people want to read comments, explore channels and share content while watching together.