Instagram is preparing a new dedicated TV app as part of its push to expand video viewing beyond mobile devices. The company shared its plans at the Bloomberg Screentime conference, highlighting the need to adapt to evolving viewer habits and growing consumption of video on large living room screens.
With over 3 billion monthly active users and surging adoption of short-form video, Instagram seeks to compete more directly with platforms that already dominate TV entertainment.
Why is Instagram moving to the TV screen?
The announcement came from Adam Mosseri, head of Instagram, who explained that audience behavior is rapidly shifting toward TV viewing. Instagram acknowledges it missed earlier opportunities by not prioritizing TV apps.
The company now considers a TV presence critical to remaining relevant, as users spend more time watching YouTube and other video services on large screens.
Mosseri noted that a dedicated app is still in exploration, rather than officially confirmed. Yet, his public remarks underline Instagram's new urgency to follow viewers to television environments.
Did you know?
In 2025, YouTube accounted for more than 13% of total US TV viewing, twice the share of most streaming services.
How could Instagram's TV app work?
While official details remain limited, Instagram intends to adapt its Reels and social video experience for television. The app would bring vertical short-form content onto TV, potentially adding on-screen social elements like comments and viewer metrics.
Unlike YouTube, Instagram is unlikely to license live sports or premium films; instead, it focuses on user-generated and influencer content.
Design challenges include making mobile-centric video look appealing and interactive on larger screens, while ensuring it remains social rather than just entertainment.
What challenges does YouTube present?
YouTube has built a commanding lead on television, now accounting for around 13.4% of all US TV viewing and ranking as the top distributor of screen time.
Its TV apps combine long-form, live, and short videos with powerful recommendations. Instagram must find ways to differentiate and drive TV adoption despite YouTube’s entrenched position and user loyalty.
Successfully engaging users on TV will require compelling features, ease of use, and creative ways to use Instagram’s vertical video within the living room format.
ALSO READ | TCS creates new subsidiary for $6.5 billion AI data center project
How will the app impact Instagram’s strategy?
Launching a TV app signals continued movement from photo sharing to a video-first model. Instagram’s Reels content now makes up over a third of user feeds and generates billions of daily plays.
Giving this content a new presence on TV screens could unlock additional advertising inventory and provide influencers with another platform to reach their audience.
It also aligns with broader trends in video consumption, which are moving away from classic cable and even streaming originals, toward social-powered feeds and shorter attention spans.
If successful, the app would intensify Instagram’s competitive rivalry with both YouTube and TikTok, while providing creators and brands with a larger audience base for vertical video storytelling.
What’s next for video on social platforms?
As Instagram and rivals race to meet audiences wherever they watch, platforms must constantly reinvent the social video experience. Technological and behavioral shifts, such as the rise of TV viewing and the emergence of new formats, mean that the next phase of growth hinges on continuous adaptation.
Instagram’s planned app marks the latest step for social platforms striving to remain central in the shifting video consumption landscape. Looking forward, Instagram’s TV ambitions reflect a wider industry battle for screen dominance.
Success depends not only on adapting great content for TV, but also on creating new habits, merging mobile energy and social features with the comfort of the living room TV.
Comments (0)
Please sign in to leave a comment