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

Oct 10, 2025 02:53 pm CST

Instagram is developing a dedicated TV application to strengthen its video strategy and compete with platforms like YouTube and TikTok. CEO Adam Mosseri believes vertical video content can work in TV formats, as the platform with 3 billion monthly users continues its evolution from photos to video-centric features like Reels, particularly targeting growth in markets like India.