Instagram is exploring the launch of a dedicated TV application aimed at extending its video content reach to larger screens. The move reflects the platform’s strategy to adapt its vertical video format for televisions and cater to evolving user consumption patterns, as more viewers shift from mobile devices to smart TVs.
CEO Adam Mosseri highlighted the importance of aligning the platform with changing user behavior, noting that the growing popularity of connected TVs presents a significant opportunity to engage audiences in new ways. The dedicated TV app would allow users to access Instagram’s short-form and long-form video content seamlessly on larger displays, enhancing the viewing experience.
The initiative is part of Instagram’s broader effort to compete with other streaming and social media platforms that already leverage TV-based content consumption. By offering a tailored experience for television screens, Instagram aims to increase watch time, boost user engagement, and attract advertisers looking for expanded reach.
The potential app would adapt Instagram’s vertical video format to suit the TV interface, providing an immersive viewing experience while maintaining the platform’s interactive features, such as comments, likes, and content recommendations. This approach is expected to bridge the gap between mobile-first social media consumption and the growing demand for high-quality video experiences on home entertainment systems.
Industry analysts suggest that the move could strengthen Instagram’s position in the competitive video market, allowing it to capture audiences who prefer long-form viewing on larger screens. It also aligns with the trend of integrating social media platforms with smart TV ecosystems, creating opportunities for cross-platform engagement.
If launched, the Instagram TV app could redefine how users interact with social media content at home, providing a more cinematic experience while expanding the platform’s reach and reinforcing its relevance in the evolving digital entertainment landscape.
