Instagram Explores Dedicated TV App to Expand Video Presence and Challenge YouTube

Video has emerged as a crucial strategic focus for Instagram as it intensely competes with ByteDance Ltd.'s TikTok in the social media landscape.

Instagram is investigating the development of a dedicated television application as part of its expanded video strategy. This initiative could potentially increase the viewership of Instagram videos and simultaneously challenge YouTube, which already provides seamless video viewing experiences on television screens.

"When user behavior and consumption patterns are shifting toward television, we need to adapt and establish our presence there as well," stated Instagram's Chief Executive Adam Mosseri on Thursday during the Bloomberg Screentime conference in Los Angeles. He confirmed that the company is "exploring" a television application but emphasized that no official announcement is ready yet.

"We aim to determine how to present ourselves effectively across all relevant devices," he explained, expressing regret that the company hadn't investigated television application possibilities earlier. Mosseri expressed confidence that Instagram's existing vertical video content could successfully transition to television formats. However, he clarified that he has no interest in pursuing licenses for live sports broadcasts or exclusive Hollywood content.

Instagram, under Meta Platforms Inc. ownership, now boasts 3 billion monthly users. The platform has undergone significant transformation in recent years, evolving from its original photography-focused approach to emphasizing its most popular features: private messaging, Stories, and Reels (short-form videos).

Video content, particularly Reels, has become a strategic priority as Instagram fiercely competes against ByteDance Ltd.'s TikTok. Last month, Mosseri announced that the app will display the Reels icon more prominently in its navigation bar, and Instagram's newly released iPad application launches directly into Reels rather than the traditional feed. The platform is also testing this format with Reels in the Indian market.

Instagram has attempted to capitalize on TikTok's uncertain regulatory situation in the United States by launching its own video editing application earlier this year as an alternative to ByteDance's CapCut. In September, Mosseri told Bloomberg that he anticipates a significant portion of Instagram's future growth will originate from India, where TikTok is currently prohibited.