Instagram is exploring the idea of ​​an Instagram TV app to expand its reach of video content. The platform’s CEO, Adam Mosseri, stated that user behavior is shifting towards televisions and that they are considering taking this step. This strategic move aims to reach a wider audience by bringing Reels videos, one of the platform’s most popular features, to larger screens.

Why is the Instagram TV app important?

According to Mosseri, if users’ content consumption is shifting towards televisions, Instagram needs to keep pace with this change. Therefore, the company aims to provide an engaging experience across all relevant devices. However, Mosseri expressed regret for not taking this step sooner. Video content is a key focus for Instagram, particularly due to competition with TikTok.

This planned app will focus on existing Instagram video content. The company does not plan to license live sports broadcasts or exclusive Hollywood content. Instead, they believe existing short, vertical-format videos will work well on televisions. Furthermore, adapting the app’s user experience to the larger screen presents challenges. Adapting vertical videos to horizontal screens and competing with strong competitors like YouTube are among the other challenges.

New opportunities for large screens
This new app will not only increase user reach, but will also create opportunities for advertisers to advertise on large screens based on video content. The company hasn’t yet released an official release date. The project is currently only in the exploratory phase. If they take this step, the Instagram TV app could be available on popular smart TV platforms, thus strengthening the platform’s global video presence.

So, how appealing is the idea of ​​watching your Reels videos on a large screen? Share your thoughts with us in the comments!