The topic YouTube will soon let you buy products while watching videos on your TV, more is currently the subject of lively discussion — readers and analysts are keeping a close eye on developments.
This is taking place in a dynamic environment: companies’ decisions and competitors’ reactions can quickly change the picture.
As a part of its latest Brandcast, YouTube has announced new features for the platform including the ability to buy products you see in a video directly from your TV.
Google is showcasing a few new features coming to YouTube soon which are all designed around monetizing content on screen. This includes some AI, such as the ability to create videos with Gemini models, as well as “Custom Sponsorships” which will use AI to “dynamically surface videos tailored to a brand’s desired moment.”
The biggest two announcements here, though, are the ones that directly affect both viewers and creators.
Starting with the former, “Buy with Google Pay” will allow viewers to purchase products seen (and tagged) in a video through their TV “with just two clicks.” This leverages payment information stored in a viewer’s Google account.
The other big change is “Affiliate Partnerships Boost,” which benefits creators. This will allow brands to amplify content on YouTube that has tagged their products, with the creators then benefitting both from increased viewership and payouts from YouTube Shopping affiliate links.