Instagram, now owned by Meta, is exploring a new idea: launching a dedicated app for televisions. The goal is to bring its video content—like Reels—into people’s living rooms. CEO Adam Mosseri announced this at a recent event, but confirmed that nothing is firm yet.
Why Is Instagram Considering a TV App?
- More users are watching videos on TV these days, not just on phones. Mosseri said, “If behaviour… is moving to TV, then we need to move to TV, too.”
- Instagram already emphasises video content, especially Reels, to compete with platforms like TikTok. www.ndtv.com
- The company wants to ensure it is present “on all the relevant devices.”
What’s Allowed and What’s Not
Mosseri clarified a few boundaries:
- Instagram does not currently plan to license live sports, Hollywood shows, or other premium entertainment just to fill its TV app.
- Instead, the content will focus on what’s already on Instagram: Reels, Stories, and other video content.
Challenges Ahead
Bringing Instagram to TV is not without hurdles:
- User experience: Instagram videos are mostly vertical (portrait) format. Adapting that to TV’s landscape orientation could be tricky.
- Competition: YouTube already has a strong presence on TV platforms. Instagram would have to compete with that.
- Adoption: Users who are used to viewing Instagram on mobile may or may not embrace the TV format.
- Technical and design: Making navigation, discovery, and engagement work well on a TV interface is nontrivial.
Current Status & What’s Next
- The project is at an exploratory stage. Nothing has been confirmed yet.
- Instagram’s iPad app already leans heavily into Reels (opening directly into Reels) — showing how important video is becoming for the platform.
- If Instagram proceeds, it may roll out versions for popular smart TV platforms — for example, on Android TV, Samsung TV, or other major ecosystems.
What It Means for Users & Creators
- Users: You may soon be able to watch Reels and other Instagram video content on a large TV screen, not just phones/tablets.
- Creators: More reach potential, new engagement formats (e.g., interactive features on TV, ads).
- Advertisers: New opportunities to place ads in video content on large screens.
- Instagram/Meta: It helps stay relevant in the evolving video landscape and fend off rivals like YouTube and TikTok.
Summary Table
| Aspect | Key Point |
|---|---|
| What | Instagram is exploring a dedicated TV app |
| Why | To reach users who watch more video on TVs |
| Content Focus | Reels, Stories, Instagram video — not live sports or Hollywood content |
| Status | Exploring stage; no official launch yet |
| Challenges | UI adaptation, competition and user adoption |
| Possible Gains | More engagement, more reach, revenue from TV ads |
| Next Steps | Decide on platforms, design TV interface and possible rollouts |
Conclusion
Instagram’s plan for a TV version is a bold step toward making its video content available on even more devices. If done well, watching Reels on a big screen could be as seamless as on a phone. But there’s a lot to solve before that becomes reality. For now, the company is still in the thinking stage — but if they go ahead, your living room screen might soon be another place for Instagram.
