The Google-owned company has rolled out a feature that lets more than 3 million creators in its Partner Program package existing playlists as TV-style shows. Creators can designate playlists built around a consistent theme or storyline as a “show” in YouTube Studio, giving the content its own landing page and allowing videos to be organized into seasons.

Zooming out: YouTube made a similar move in April when it debuted creator-led Stations, which offers viewers 24/7 access to linear-style channels. The company built on this offer at Upfronts when it pitched creator-led, TV-like series helmed by popular influencers like Alex Cooper and Trevor Noah—and its latest update appears to extend that push to a broader group of creators.

YouTube cements its CTV role: The expansion of YouTube’s TV-style offering strengthens its CTV leadership.

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