More and more viewers are watching YouTube on the TV screen, and what once started as a platform for short-form videos now spans everything from vertical clips and podcasts to live events, documentaries, and long-form entertainment.

In this session, Joe Bergan, Nordics partnerships lead at YouTube Northern Europe, shares how broadcasters, producers, and media companies across the Nordics, and beyond, are using YouTube to reach new audiences and expand their presence across platforms.

Through examples from entertainment, news, and sports, the session explores changing viewing habits, new audience opportunities, and what recent collaborations and success stories reveal about the evolving relationship between YouTube and the TV industry.