Instagram is considering a dedicated TV app—a major shift for a platform originally known for square photos and curated feeds. The move, aimed at amplifying its video strategy, underscores Instagram’s growing ambitions to challenge YouTube and better compete with TikTok, especially as more users turn to their TV screens for social video consumption.
At the Bloomberg Screentime conference in Los Angeles, Instagram chief Adam Mosseri confirmed the company is “exploring” the idea but emphasized there’s nothing to announce yet. Still, his remarks make clear that the Meta-owned platform sees TV as the next big screen in the battle for user attention.
Why is Instagram building a TV app now?
Instagram, with 3 billion monthly users, has already undergone a significant transformation—from a photo-sharing app to a short-form video powerhouse centered around Reels. But this latest development hints at a broader strategy: to own the living room screen, not just the smartphone.
As Mosseri put it:
“If behavior [and] the consumption of these platforms is moving to TV, then we need to move to TV, too.”
It’s a pragmatic move in an era where people increasingly consume TikToks, YouTube Shorts, and Reels on smart TVs. The idea is to extend the lifespan of Instagram content beyond the scroll and make it accessible in more lean-back viewing environments.
What would the Instagram TV app look like?
While details remain sparse, Mosseri believes the current format—vertical video—can work well on television. That would align with recent updates like:
- Reels-first navigation in the iPad app
- Testing Reels-centric experiences in India, where TikTok is banned
- Prioritizing video tools and editing, including launching an Instagram-branded alternative to ByteDance‘s CapCut
The TV app would likely focus on short-form video, not longer shows or licensed content. Mosseri explicitly ruled out chasing Hollywood deals or live sports, a strategy used by YouTube and Amazon’s Twitch.
What’s Instagram’s endgame?
There are several reasons Instagram is prioritizing this move:
1. Staying competitive with TikTok and YouTube
Instagram has been playing catch-up in the short-form video space. While Reels has grown rapidly, TikTok dominates mobile video consumption, and YouTube owns the TV experience.
A TV app could:
- Increase Instagram’s watch time
- Help creators reach new audiences
- Make Reels more valuable to advertisers
2. Extending reach amid TikTok’s uncertain future in the U.S.
Instagram is keen to absorb TikTok’s potential market share if ByteDance faces additional restrictions or an outright ban in the U.S.
In markets like India, where TikTok is already banned, Instagram sees a massive growth opportunity. Mosseri previously said he expects a “large portion” of Instagram’s growth to come from India.
3. Ad revenue and creator retention
More platforms are pushing content toward TV-sized screens, where ad formats like pre-roll and mid-roll are more established. It also gives creators a new canvas—and a reason to stay loyal to Meta.
Instagram’s push toward TV compatibility could mirror YouTube’s approach: maintaining mobile-first content while expanding availability to other devices like Roku, Fire TV, and smart TVs.
Will users want vertical videos on TV?
That’s the biggest question. Watching vertical video on a widescreen TV may feel awkward for some users, but Instagram is betting that behavior has already shifted—especially among younger viewers who don’t mind (and often prefer) mobile-style content even on big screens.
TikTok has already launched its own TV app across various platforms, and YouTube Shorts appear alongside traditional long-form content on smart TVs. Instagram’s late arrival might be a liability—or it might be well-timed if it brings seamless integration with Reels, messaging, and discovery tools.
What’s next?
Although there’s no timeline yet, Instagram’s video-first evolution is speeding up. Just this year:
- It launched a Reels-focused interface for iPad.
- Rolled out new video editing tools to compete with TikTok’s CapCut.
- Refocused its navigation around short-form content.
A TV app could be the next logical step—not just to fight TikTok and YouTube, but to future-proof Instagram for a world where video is king and screens are everywhere.
TL;DR
- Instagram is exploring a TV app to expand Reels and video consumption to smart TVs.
- The move is aimed at better competing with YouTube and TikTok, both of which already have TV apps.
- No release date is set, but Instagram chief Adam Mosseri says it’s a necessary step as video consumption shifts to TV.
- Instagram does not plan to license exclusive shows or sports content; it will stick to user-generated vertical video.
- The company sees India and the U.S. as key video markets, especially amid TikTok’s legal uncertainty.