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Instagram Explores Dedicated TV App to Challenge YouTube
Instagram plans a standalone TV app to bring vertical video content to living rooms and expand advertising, aiming to challenge YouTube’s 12.5% U.S. connected TV viewing share, Nielsen says.
- On October 9, 2025, Instagram head Adam Mosseri revealed at the Bloomberg Screentime conference in Los Angeles that Instagram is `exploring` a dedicated standalone TV app but has no immediate launch plans.
- Data on U.S. viewing habits show television overtook mobile as the primary device for YouTube, while Instagram’s Reels and editing tools reflect its focus on short-form video.
- Meta Platforms Inc. has nearly 4 billion monthly users and Instagram 3 billion, while nearly 40% of U.S. YouTube viewing occurred on TVs in 2024 and about 60% of sessions lasted half an hour or more.
- Bringing Reels to TVs aims to increase viewer engagement and advertising inventory for Meta Platforms, but success depends on user experience, distribution partners, and advertiser metrics.
- The move positions Instagram to challenge Alphabet Inc.'s YouTube on connected TVs, but YouTube's strong TV pull and growing older demographics make competition tough for other TV players.
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Instagram is planning a TV app to bring vertical videos like Reels from your phone to TV screen. Meta hopes this move will let creators reach new audiences and give viewers a fresh way to enjoy Instagram.
·United States
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Meta analyzes the launch of an Instagram application for TV, confirmed platform director Adam Mosseri, at the Bloomberg Screentime conference. A new version would allow users to follow Reels on large screens, marking a step...
·Romania
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Coverage Details
Total News Sources15
Leaning Left3Leaning Right1Center4Last UpdatedBias Distribution50% Center
Bias Distribution
- 50% of the sources are Center
50% Center
L 38%
C 50%
12%
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