YouTube isn't just dominating TV — it's dominating Google

YouTube isn't just becoming a bigger part of the media landscape. It's becoming a more important business within Google ( GOOG , GOOGL ). Ads that played on living room TVs accounted for more than one-third of all YouTube ad revenue, Google parent Alphabet reported earlier this week , highlighting how meaningful TV watching has become to both the company and the broader entertainment ecosystem.

The company touts that YouTube continues to dominate the living room and maintains the top spot as the No. 1 streaming platform in the US by watch time.

YouTube advertising revenues increased 9% to $11.2 billion, the company said.

The earnings results show that YouTube's growing importance comes as other tech giants are making plays for the living room and longer-form content, and as streamers like Netflix ( NFLX ) are attempting to cater to creators and podcasters.

Meta's ( META ) Instagram announced on Monday that it's testing a new video format that allows users to upload videos up to 90 minutes long. Dubbed Features, the format marks a significant change in Instagram's strategy , which had resisted long-form video for years. It's also a direct challenge to YouTube.

The longer videos were pitched as part of a broader strategy to help creators better connect with audiences. But it also highlighted how Instagram is attempting to steer longer-form content to its platform — and potentially the ad dollars that come with it.

Last year, Instagram also announced a play for living rooms, where users can watch Reels on their TV without having to scroll through their phones.