Google is introducing a streamlined account switching feature in the YouTube app for Android TV, similar to that of Netflix, to simplify managing multiple accounts on shared devices. Over 270 million devices running Google TV and Android TV are actively engaged in video consumption. The previous method of switching accounts was cumbersome, requiring multiple steps and app reloads. The new update prompts users to select their account upon launching the app, enhancing convenience and addressing security concerns. Users now see a prompt asking, "Who's watching?" for quick access to personalized content. Early adopters have reported positive feedback regarding this update, which positions YouTube more competitively alongside platforms like Netflix and Prime Video.