YouTube is the biggest TV, music, and video platform in the world, but it’s not satisfied. The company still wants to compete for the dollars that go to traditional TV. But can YouTube have it all? In this episode, we examine YouTube’s push into the living room, from securing the NFL Sunday Ticket to becoming the exclusive home of the Oscars starting in 2029. But as YouTube chases TV legitimacy and higher profit margins, it faces a core tension: how can it get there without losing the creator-driven ethos that made it dominant. We break down YouTube’s battle for short-form dominance, where YouTube TV fits in, and what its evolving strategy reveals about the future of media, creators, and global attention. CHAPTERS 02:12 YouTube’s Ambition 04:59 YouTube vs TikTok 10:04 YouTube TV 13:16 Future of YouTube SPONSORS Chartmetric: Listen in for our Stat of the Week TRAPITAL Where technology shapes culture. New episodes and memos every week. Sign up here for free.