Instagram is gearing up for a major step in its video strategy by exploring a dedicated TV app, aiming to make its Reels and videos accessible on televisions worldwide. This move could expand Instagram's reach and place it in direct competition with YouTube’s established TV presence.
Speaking at the Bloomberg Screentime conference in Los Angeles, Instagram chief Adam Mosseri highlighted the growing shift in content consumption toward TVs. “If behavior and consumption are moving to TV, then we need to move to TV, too,” he said, emphasizing that the company is still in the exploration phase.
Instagram has traditionally focused on vertical, short-form videos called Reels, alongside Stories and private messaging. Mosseri believes that existing Reels content can be adapted effectively for TV screens, although the platform has no plans to acquire exclusive Hollywood content or live sports for the app.
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With over 3 billion monthly users, Instagram has transformed from a photo-sharing platform to a hub for video-driven engagement. Reels, launched to rival TikTok, has become a central growth engine. The app now features the Reels icon prominently in its navigation bar, while its new iPad app opens directly into Reels. Additionally, Instagram is testing this Reels-first format in India, where TikTok remains banned.
The company has also developed a video editing app as an alternative to TikTok’s CapCut, aiming to attract creators and maintain engagement amid TikTok’s uncertain status in key markets. India, in particular, is expected to contribute significantly to Instagram’s future growth, according to Mosseri.
Instagram’s potential TV app reflects the company’s broader push to adapt to evolving viewing habits and expand video consumption beyond mobile devices. As viewers increasingly turn to larger screens, this initiative may redefine how social media video content is consumed in the living room.
