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Instagram explores dedicated TV app to expand video reach - Bloomberg

Published 09/10/2025, 20:36
Instagram explores dedicated TV app to expand video reach - Bloomberg
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Investing.com -- Instagram is exploring the development of a dedicated TV app as part of its strategy to expand its video presence, potentially creating new competition for YouTube in the television viewing space, Bloomberg reports.

Instagram chief Adam Mosseri revealed this initiative Thursday at the Bloomberg Screentime conference in Los Angeles, stating, "If behavior [and] the consumption of these platforms is moving to TV, then we need to move to TV, too." While confirming the company is "exploring" a TV app, Mosseri clarified there was nothing official to announce yet.

"We’d like to figure out how to make sure that we show up in a compelling way on all the relevant devices," Mosseri said. He expressed regret that Instagram hadn’t investigated a TV app earlier, but believes the platform’s existing vertical video content can work effectively in a television format.

The Meta Platforms Inc.-owned social media giant now boasts 3 billion monthly users. Instagram has undergone significant evolution from its photo-focused origins to emphasize its most popular features: private messaging, Stories, and Reels short-form videos.

Mosseri indicated Instagram isn’t interested in licensing live sports or exclusive Hollywood content for the potential TV platform. The video push, particularly through Reels, has become central to Instagram’s strategy as it competes with ByteDance Ltd.’s TikTok and Youtube’s long-to-shortform video content.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.

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