YouTube is launching new features to help creators make the most of exposure on TV screens. “The living room is increasingly the new prime time for creators,” according to YouTube, which claims that “in the last year, the number of YouTube channels earning six figures or more in revenue from TV screens is up by over 45 percent.” To support that momentum, the Google-owned streaming platform is providing creators with “five new ways to make their content look incredible while making it easier for viewers to discover and shop.” YouTube is introducing AI-powered upscaling, improved search functionality, and QR codes to enable shopping for items in tagged videos.

TechCrunch reports that “the updates come as the platform focuses on solidifying its position in the living room,” where “YouTube accounted for 12.4 percent of the total audience time spent watching television, beating media platforms like Disney, Paramount, and Netflix, per a report by Nielsen in April.”

The QR code support lets creators link specific products to items showcased in their content, quickly accessing a brand’s product pages by using a smartphone to scan the code. The process takes audiences “from couch to cart,” as YouTube puts it in a blog post. The platform is also testing “the ability to feature products at specific, timed moments within videos.”

Other features include expanding the maximum size of thumbnail files from 2MB to 50MB to better support 4K resolution. The streamer is working with select creators to test larger video file uploads for higher-quality results on “the biggest screen in the house.”

YouTube is introducing AI upscaling to automatically generates higher screen resolution. “We’re starting with videos uploaded below 1080p, upscaling them from SD to HD, with the goal to support resolutions up to 4K in the near future,” YouTube explains.

“Creators will retain complete control over their library, as both original files and original video resolution will be kept intact, with a clear option to opt-out of these enhancements,” TechCrunch notes.

The changes will be noticeable from the moment viewers turn on the TV and land on the YouTube homepage, which “will embrace a traditional channel surfing vibe, with immersive previews of popular channels that you can flip through to get snippets of the content,” Ars Technica writes, detailing how allows creators can “package content together into collections that encourage binging.”