On Wednesday, YouTube made a pitch to advertisers, featuring a performance by Lady Gaga and appearances by popular YouTubers such as Brittany Broski and MrBeast.

During the Upfront presentation, YouTube executives unveiled new advertisement formats, including an enhanced shoppable connected TV (CTV) offering that features a new interactive product feed.

This move is a strategic one for YouTube, as it acknowledges that viewers often watch videos on their televisions while simultaneously using their phones to browse social media or shop online.

The new shoppable format enables advertisers to display products on the right side of the TV screen during advertisements, with an interactive feed acting as a storefront for brands where viewers can easily browse multiple products using their remotes. When a viewer selects an item, they are prompted to scan a QR code with their smartphone, which provides a direct link for purchase.

Furthermore, there is a button that viewers can press and hold, allowing them to send the link to their phones and shop for all the products at once.

YouTube has established itself as a dominant force in television viewing, with Nielsen reporting that it has been the top platform for streaming watch time in the U.S. for over two years, surpassing streaming giants such as Netflix, Disney+, and Prime Video. According to internal data from the company, TVs were the primary device for YouTube viewing in the U.S. in the first quarter of 2025.

Notably, the company cited a Kantar survey, which indicated that U.S. participants ranked YouTube as the number one platform for seeking information about brands. Additionally, the company stated that YouTube campaigns on CTV generated over 50 million monthly average conversions in the fourth quarter.

Shoppable advertisements have gained popularity among streaming services and advertisers in recent years. Earlier this week, Amazon announced a new interactive shoppable advertisement format on Prime Video, highlighting Amazon deals, user reviews, and Prime shipping details.