Team siliconindia

• Meta explores standalone Instagram TV app to bring Reels to home screens
• Aims to tap into growing TV-based video consumption and ad revenue
• Move positions Instagram to compete with YouTube in living room streaming

Meta is exploring a standalone television app for Instagram to bring its short-form video content, primarily Reels, to living room TV screens. The plan aims to adapt to users’ changing viewing habits and expand Instagram’s presence in the fast growing TV streaming space dominated by YouTube.

Instagram head Adam Mosseri confirmed at the Bloomberg Screentime conference that the platform is 'exploring' the move, calling the delay in addressing TV consumption a 'mistake'. Although there’s no confirmed launch date, the app would allow users to watch vertical videos on larger screens, potentially boosting engagement and opening new advertising opportunities.

Instagram's shift toward a video first strategy has become clear through its recent updates, testing new Reels navigation features and releasing an upgraded video editing tool. While Meta is not planning to acquire rights to sports or premium entertainment, the focus is clearly on user generated content and maximizing reach.

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This expansion could help Instagram attract more ad dollars, especially as marketers increasingly shift video ad budgets to platforms with strong user engagement. With over 3 billion users, the platform’s move to TV could significantly increase viewer time and ad impressions.

Meta’s decision also strengthens Instagram’s push to stay competitive with both YouTube and TikTok in the short form and now mid-to-long-form video content spaces.