The way audiences consume content has undergone a fundamental shift, as platforms and creators leverage the living room television screen and high audience interaction. This trend, where live streaming channels and digital stars are becoming new forms of prime-time television, is reshaping media consumption codes worldwide, particularly in the Americas.
The living room takes the lead
YouTube, a key player in this evolution, has seen massive growth in TV viewing. Viewers now stream over 1 billion hours of YouTube content daily on their physical television sets, surpassing viewing time on mobile phones. This is not an entirely new phenomenon; YouTube’s CEO, Neal Mohan, refers to this growth as an ‘overnight success many years in the making’, noting that when people turn on their TV, they are now often turning on YouTube.
This migration to larger screens is encouraging creators to optimize their content, with uploads of 4K videos rising 35% year over year. Consequently, the number of creators deriving most of their revenue from TV screens has increased by 30% from 2023 to 2024, and 40 of YouTube’s top 100 channels are now primarily watched on TV.
Platforms like YouTube are giving creators new tools to foster this engagement, including AI dubbing and scannable QR codes that maintain interactivity even when viewers are away from their keyboards. This approach acknowledges the rising influence of digital stars, as Mohan contends that ‘creators really are the new Hollywood’.
The streaming revolution in Latin America
This revolution is particularly noticeable in Latin America, where “streaming local channels» are emerging as an alternative to traditional media. Channels like Brazil’s CazéTV and Argentina’s OLGA and LUZU TV—often broadcast live on platforms like YouTube and Twitch—offer linear programming, live events, and heavy interaction, appealing massivley to younger audiences.
According to Nicolás Andjel, YouTube’s streaming and gaming alliance executive for Spanish-speaking Latin America, the success of these channels lies in their ability to understand ‘a generational need and an epoch code’ that traditional media was not satisfying. Andjel noted that legacy television often features the same figures and codes from previous generations, while the streaming channels thrive on audience identification.
Gaby Rivero, CEO of Luzu TV, stated that a key factor in their success was building a strong community by listening to the audience and co-creating content. She also noted that their audience, initially very young, has grown and broadened its demographic over four years.
A model of coexistence
Despite the rapid growth of streaming, industry executives generally agree that the future involves a hybrid model of coexistence and mutual reinforcement between traditional TV and streaming platforms.
Georgina Geirola, Director of Ad Sales Digital at Telefe – Paramount Americas South Cone, asserted that streaming is viewed as an ally rather than a cannibalizing force. She noted that Telefe’s major shows, such as MasterChef and Gran Hermano, are designed from the outset to thrive in both spaces simultaneously. Similarly, Emilio Laszlo, Content Coordinator for Gelatina, stated that their streaming channel is not an attempt to ‘kill television’, but rather an example of the ongoing transformation of TV and radio.
Franco Pricolo, VP of Digital Content at Bondi Live, encouraged the industry to lose its ‘fear of streaming’ and integrate it with TV. He concluded that combining the two creates a ‘very powerful tool».’This collaborative approach is evidenced by the partnership between Telefe and Luzu TV whose co-broadcasted La Voz Argentina on audiovisual projects to make viral reactions of the show.
AB
