YouTube announced on Wednesday that it will introduce new genre-based subscription plans for YouTube TV in the United States early next year. The update highlights the platform’s rising influence in the pay-TV market and its continued effort to secure long-term sports audiences.
Under the new “YouTube TV Plans,” subscribers will be able to choose from more than 10 genre-focused packages. These include a dedicated sports plan that features major broadcasters such as ESPN, FS1 and NBC Sports Network.
Customers will also retain access to popular add-ons like NFL Sunday Ticket and RedZone. Features such as unlimited DVR and multiview — which lets viewers watch up to four live streams simultaneously — will remain available.
Sports content has become a key competitive battleground for streaming services. Platforms are using sports rights to attract new subscribers, increase engagement and appeal to advertisers as cord-cutting trends accelerate.
YouTube TV, which already offers more than 100 channels in its primary plan, is leaning heavily into sports to strengthen its position against rival services. The Google-owned platform surpassed 125 million paid subscribers globally earlier this year and continues to push for higher viewer engagement and advertising revenue.
According to Nielsen, YouTube now holds the largest share of total TV viewing in the United States, surpassing Netflix and major traditional media companies such as Disney.
The company has not yet released pricing information for the new plans.
YouTube TV said the update is designed to give viewers more flexibility and control. Users can select general entertainment packages or tailor their subscriptions around niche categories like news or family content.
In a separate announcement, YouTube confirmed it will begin showing ads on Shorts viewed through the mobile web. It will also introduce comments on eligible Shorts ads as part of its broader advertising expansion.
