AI Steps In to Enhance Video Quality
YouTube has announced a new feature that will automatically upscale videos uploaded in resolutions from 240p to 720p. The platform will apply artificial intelligence during playback to push these clips toward 1080p quality. This change targets the growing number of people watching on television screens, where low-resolution content often looks pixelated and stretched.
The system leaves original files untouched. Creators keep their original files intact, and anyone can switch back to the uploaded version through a simple settings toggle. YouTube mentioned plans to extend the process to 4K resolutions down the line. Alongside this, the company increased thumbnail upload limits to 50MB, allowing crisp 4K preview images.
Why Television Viewing Drives the Change
Television screens now account for 36 percent of YouTube's total viewing hours in the United States, based on data from the first half of 2025. That figure edges out web browsers at 35 percent and mobile devices at 29 percent. Nielsen reports show YouTube claiming 12.4 percent of all television time in April 2025, ahead of Netflix at 7.5 percent.
Older videos dominate the library, many captured when 240p or 480p suited small phone displays and slow connections. On a 55-inch 4K set, those same files appear soft or blocky. The AI analyzes frames, reconstructs edges, and adds detail by drawing on patterns learned from high-resolution pairs.
Lessons From an Earlier Misstep
Two months before this launch, YouTube faced backlash for applying similar enhancements without telling creators. Some videos gained strange artifacts, like warped textures or flickering edges. Professional filmmakers complained that the changes altered their intended look.
The platform responded by building clear opt-out controls into the new system. Creators receive notifications, and the feature labels enhanced playback in viewer settings. This approach aims to rebuild trust while still delivering sharper images to most audiences.
Nvidia's Hardware Approach in Contrast
Nvidia offers RTX Video Super Resolution on GeForce RTX 20 series and later graphics cards. The tool runs locally on the viewer's GPU, removing compression blocks from streamed content and pushing it to match display resolution. Users enable it per browser or app, giving direct control at the device level.
Both systems improve visuals, yet they operate differently. YouTube processes on servers for consistency across all televisions, while Nvidia depends on compatible hardware. Double processing can occur if a smart TV also upsamples, sometimes creating odd overlaps in detail.
Balancing Benefits and Drawbacks
Viewers gain clearer pictures for archival footage, tutorials, or music clips without waiting for re-uploads. Educational channels with years of 480p material suddenly look viable on large screens. Completion rates for ads on connected televisions reach 96 percent, encouraging brands to invest more.
Challenges remain. Heavily compressed or dimly lit sources may produce unnatural results, with the AI inventing details that never existed. Frame-to-frame consistency demands heavy computation, and energy use adds up across billions of hours. Some directors prefer the grainy authenticity of original low-res work.
What Comes Next for Video Enhancement
Support for 4K upscaling will arrive as display adoption grows. The market for 4K technology is projected to reach approximately $1.6 trillion by 2035. YouTube pairs this with QR codes for shopping in tagged videos and larger immersive previews on homepages.
Future models may adapt to content type, applying lighter touch to artistic pieces and stronger boosts to lectures. Coordination with television makers could prevent redundant processing. Clear labeling and easier toggles will likely satisfy emerging rules on AI-modified media.