During this year’s upfront season for advertising buyers, YouTube positioned itself as something bigger than traditional television. At its annual Brandcast event on Wednesday, the video platform presented new data highlighting its massive scale compared to conventional TV networks and channels, Variety reports.

According to YouTube, viewers watch over 1 billion hours of content per day on TV screens through the platform. The company cited Nielsen’s total TV and streaming report, which found that YT has had the leading share in streaming watch-time on American televisions every month since February 2023.

“We’re redefining what TV looks like,” YouTube CEO Neal Mohan told the audience at the event held at Lincoln Center’s David Geffen Hall in New York City, Variety reports.

In a move to attract more advertising dollars, YouTube announced the formal expansion of its “YouTube Select Creator Takeovers” program. This offering allows brands to purchase all of the advertising inventory across channels operated by creators ranked in the top 1% of content on the platform.

YouTube Chief Business Officer Mary Ellen Coe stated that the takeover program would give advertisers more choice in deciding which top creators to partner with for branded content campaigns.

The video site also unveiled plans for new ad formats powered by Google’s artificial intelligence technologies. These formats will be optimized specifically for connected TV viewing and feature non-skippable spots across its streaming inventory. Interactive branded QR codes for advertisements are also being launched.

Continuing its courtship of traditional TV advertisers, YouTube highlighted its distribution partnership with the NFL for the Sunday Ticket out-of-market game package. NFL Commissioner Roger Goodell praised YouTube’s “flawless” debut season streaming Sunday Ticket games.