Google-owned YouTube is stepping up its push to be seen as a premium content destination in India, as viewing increasingly shifts from smartphones to large screens in living rooms, The Economic Times report.

The platform is seeking to move beyond its long-held perception as a user-generated video site and position itself as a serious player alongside traditional television and streaming services.

India is YouTube’s largest market by user base, and the company now openly refers to itself as the country’s “New TV”. This transition is being driven by the rapid growth of both long-form and short-form content, bringing YouTube into direct competition with linear television and OTT platforms.