YouTube TV has upgraded its flagship feature, Multiview, to meet subscriber demands and is on track to become the largest live TV provider in the U.S. with an estimated 11-12 million subscribers. The move is part of a larger effort by the streamer to compete with traditional leaders Spectrum and Comcast, with the launch of 12 new genre-specific packages. This move is in response to increased demand for personalized offerings, with 93% of consumers more likely to stay loyal to brands that remember their preferences and offer a personalized experience, according to data from Attentive. The update includes a fully customizable multiview feature that allows subscribers to select up to four live channels and is cross-platform availability on smart TVs (living room devices) and mobile platforms. It also allows fans to pair local Regional Sports Networks (RSNs) with national broadcasts, a combination previously impossible under the preset system. However, it only works for live TV and does not allow for recorded shows (DVR) or on-demand content. The limited rollout of the feature may take some time to reach all users across the US.