Google revealed new AI-powered shopping features, including a new virtual Try It On feature in Search Labs.

At Brandcast 2025. YouTube’s iteration of Upfronts, the platform announced a series of new advertising features and revealed it will be the exclusive streamer for the NFL’s Friday Night game during Kickoff Weekend of the upcoming season.

YouTube added a voting system for collaborative playlists. Signed-in users can now upvote or downvote videos to influence their order in the playlist. Voting is anonymous, and each user gets one vote per video.

YouTube announced new tools for creator-brand collaborations:

YouTube is expanding automatic location tagging to travel and restaurant-related Shorts.

YouTube has announced new creation tools for Shorts, set to arrive this spring.

YouTube dominated Nielsen’s Media Distributor Gauge report in February, capturing 11.6% of U.S. TV viewing—its highest share ever, up from 9.8% in January.

YouTube is gearing up to roll out a redesign of its TV app in the coming weeks.

YouTube has launched Premium Lite in the U.S.

YouTube is updating mid-roll ads to make them less disruptive. Starting May 12, 2025, ads will appear at natural break points like pauses and transitions rather than in the middle of sentences or actions.

YouTube has added a Promote option for Shorts for Shorts on the Shorts tab on desktop.

TV has officially surpassed mobile as the primary way people consume YouTube content in the U.S., based on watch time. YouTube CEO Neal Mohan revealed this in a letter outlining the platform’s big bets for 2025, with TV being a key focus