- Instagram is exploring a dedicated TV app, according to Adam Mosseri, as part of a broader shift toward video-first experiences.
- The initiative aims to bring Reels to television screens, extending Instagram’s mobile reach to living-room audiences.
- Mosseri said Instagram is following user behavior trends as video consumption increasingly moves from phones to TVs.
- The platform does not plan to license live sports or Hollywood content, focusing instead on its existing creator-driven ecosystem.
- The move could position Instagram to compete more directly with YouTube and TikTok in capturing longer, lean-back viewing sessions.
Adam Mosseri confirms Meta is exploring a TV experience to extend Instagram’s video reach beyond mobile.
Instagram is preparing for its next evolution, one that could take the app from mobile screens to the living room. Speaking at the Bloomberg Screentime conference in Los Angeles, Instagram chief Adam Mosseri confirmed that the company is “exploring” a dedicated TV app, part of Meta’s expanding focus on short-form video and creator-driven entertainment.
“If behavior and consumption of these platforms is moving to TV, then we need to move to TV, too,” Mosseri said, adding that there was “nothing to announce yet.”
The statement marks the first public acknowledgment that Meta may soon bring Instagram to connected TV environments. For Mosseri, the move reflects a strategic response to the way audiences increasingly consume video in long, relaxed sessions that mirror traditional television habits.
While Meta hasn’t revealed product details, Mosseri said he believes Instagram’s existing vertical video format can work effectively on TV, a sign that the app may not radically change its user experience. Instead, the initiative appears designed to extend, not reinvent, how Reels content is viewed.
Following Audiences to the Living Room
The potential launch of a TV app underscores a broader truth: Video is now the centerpiece of Instagram’s growth strategy. With 3 billion monthly active users and Reels accounting for more than half of the time spent on the app, Meta is positioning Instagram as both a discovery engine and a viewing destination.
Mosseri acknowledged that Meta’s late entry into the TV space was a missed opportunity. “We’d like to figure out how to make sure we show up in a compelling way on all the relevant devices,” he said, noting that he wished Instagram had explored a TV app “years earlier.”
The move also highlights Instagram’s desire to capitalize on TikTok’s uncertain regulatory status in key markets, especially the U.S. and India. Meta sees a potential gap in short-form entertainment that can be amplified across multiple screens — from mobile feeds to connected TVs.
A Strategic Shift Toward Multi-Platform Viewing
If developed, Instagram’s TV app would join an ecosystem increasingly dominated by hybrid platforms that bridge mobile and home entertainment. YouTube’s TV app already gives creators and advertisers access to massive living-room audiences, while TikTok has experimented with smart TV integrations.
By contrast, Instagram’s approach would likely remain creator-centric rather than content-licensing-driven. Mosseri emphasized that the company has no interest in acquiring or streaming professional entertainment, live sports, or studio-produced media. Instead, Instagram intends to scale its user-generated ecosystem — the same Reels content users scroll through on mobile — to new contexts where people want to watch more passively.
This strategy serves multiple purposes: deepening engagement time, expanding ad inventory, and reinforcing Meta’s video monetization pipeline without changing its creative DNA.
The Monetization and Technical Landscape
A TV app could significantly expand the potential for video advertising within Instagram. Meta already dominates global digital ad markets, but longer-form and larger-screen viewing could open new revenue categories — including mid-roll or shoppable video formats optimized for televisions.
However, adapting vertical video to widescreen formats presents challenges. The user interface will need to handle AI-driven video resizing and split-screen optimization while maintaining the visual integrity of vertical Reels.
Privacy and regulatory compliance also loom large. Integrating Instagram accounts with connected TV platforms introduces data-handling complexities, as home devices often involve shared logins and cross-platform tracking.
Still, with Reels now deeply embedded in Meta’s revenue model and ad reporting systems, a TV expansion would be a logical next step in unifying its video analytics and performance tracking across devices.
Beyond Mobile: A New Phase in Social Video
Instagram’s potential TV app represents more than a feature expansion; it’s a strategic acknowledgment that the battle for attention now spans every screen. With Reels fueling engagement growth and creators driving cultural relevance, Meta’s next challenge is translating that momentum into long-session viewing and new monetization formats.
Whether this experiment becomes a full-fledged launch or remains an exploratory phase, one thing is clear: Instagram is preparing for a future where social video doesn’t just live in the palm of your hand — it fills the biggest screen in your home.
