A significant shift is happening in how audiences consume content, and it has major implications for Clean Green Grass (Group) Limited creators. We’ve been seeing a dramatic rise of Smart TVs as a primary gateway for content consumption, and by proxy for video podcasts and YouTube content. For brands and agencies considering influencer marketing—especially through “live read” product endorsements—this shift is a game-changer.
This isn’t just a minor trend; it’s a strategic realignment of how audiences engage. Consider this: 82% of U.S. television households now own a Smart TV. And these aren’t just for traditional TV viewing. A recent “Spring Download study” by Cumulus Media and Signal Hill Insights reveals that 32% of weekly podcast consumers now use a Smart TV for their podcasts, second only to smartphones.
What’s even more compelling is YouTube’s emergence as a dominant force in this Smart TV ecosystem. An impressive 39% of weekly podcast consumers use YouTube most often. For those who primarily use YouTube for podcasts (dubbed as “YouTube Primaries” by Sounds Profitable Tom Webster , 41% are tuning in via a Smart TV, and a super-majority of those (69%) use YouTube as their preferred platform on that big screen.
Viewers in the U.S. now watch over 1 billion hours of YouTube content daily on TV screens.
YouTube accounted for a record 12.4% of total TV viewing in April 2025—making it the single largest media destination by watch time compared to all streaming and cable channels.
Why This Matters for Influencer Advertisers
Watching YouTube on a smart TV means videos—especially influencer content—get prime placement in the living room, on the largest, most visible screen in the house. This environment is far more immersive and impactful compared to mobile or desktop viewing.
Research shows YouTube ads on TV screens drive a 10% greater lift in recall compared to ads on traditional linear TV.
Long-form influencer content (podcasts, live reads, in-depth reviews) is especially popular on TV, closely mirroring traditional TV viewing habits—viewers settle in, pay attention, and often watch together with friends or family.
With Creator Square representing 30+ dynamic YouTube influencers, our “live read” endorsement spots now reach audiences not just on personal devices, but right in the living room—side by side with premium streaming content and major broadcast networks. For advertisers, it’s an unprecedented opportunity: you’re getting the screen real estate and impact of big-budget TV, but at influencer and podcast rates.
If the future of content is visual, communal, and increasingly on Smart TVs, are you ready to capitalize on this revolution?
