Instagram, the Meta-owned social media giant that began as a simple photo-sharing app, is now considering its next big leap — from the palm of your hand to the TV screen. In what could mark a significant strategic expansion, Instagram head Adam Mosseri hinted that the platform is exploring the development of a dedicated TV app, extending its video-first vision to larger displays and potentially redefining how users engage with Reels.
At the Bloomberg Screentime conference in Los Angeles, Mosseri discussed how evolving user habits and viewing preferences have shaped Instagram’s trajectory — and how the next frontier might just be the living room.
“If behavior and consumption on these platforms are shifting to TV, then we need to move to TV too,” Mosseri said, adding that the company is “exploring” possibilities but has “nothing concrete to announce yet.”
The Evolution: From Filters to Full-Screen Video
When Instagram first launched in 2010, it was synonymous with square photos, sepia-toned filters, and spontaneous snapshots. Over the last decade, however, it has transformed into a video-first platform, with Reels, Stories, and DMs driving most engagement.
This transformation didn’t happen in isolation. Social media consumption patterns have evolved dramatically. The average user now spends more time watching short-form video than browsing photos or text posts. With the meteoric rise of TikTok, the short vertical video format has become the dominant content medium across platforms — and Instagram has followed suit.
Today, Reels — Instagram’s answer to TikTok — are not just popular; they are central to the app’s growth strategy. In markets like India, where TikTok remains banned, Reels have become the de facto short video destination for millions of creators and users.
Why a TV App Makes Sense Now
The idea of Instagram moving to the big screen may have once seemed counterintuitive — after all, the app was designed for mobile storytelling. But today, that boundary is fading fast.
Users increasingly consume vertical video content on connected TVs, especially as smart TVs and casting devices make it easy to stream mobile content directly to larger screens. Platforms like YouTube and TikTok already have dedicated TV apps, giving them an advantage in long-form engagement and ad monetization.
For Instagram, a TV app could serve multiple purposes:
Deepen Engagement: Longer viewing sessions and group consumption are more likely on a TV than a phone.
Expand Audience Reach: Many households in developing markets share a single smart TV — offering new user entry points.
Boost Ad Revenue: Larger screens mean more immersive ad experiences, potentially commanding premium rates.
Showcase Reels Creators: Bringing short, creative vertical videos to TVs could help creators reach audiences in new contexts — beyond personal devices.
Mosseri believes the visual style that has made Reels so engaging on smartphones can translate well to television:
“The vertical videos already popular on Instagram could look just as compelling on TV,” he said.
What Instagram Won’t Do: No Sports or Hollywood Deals
While Mosseri is enthusiastic about exploring television as a new medium for Reels, he made it clear that Instagram won’t tread into traditional broadcast territory. The company has no plans to license live sports or acquire exclusive Hollywood content, unlike YouTube or Amazon Prime Video.
Instead, Instagram’s focus will remain on user-generated content and creator-driven entertainment, the two pillars that define its success story. The strategy appears to be less about competing directly with TV networks and more about bringing social video to the TV environment in a way that feels native to Instagram.
Reels Take the Center Stage
Instagram’s pivot toward video has been both deliberate and aggressive. In recent months, Mosseri has rolled out several updates that place Reels at the forefront of the app’s navigation and design.
The Reels icon now occupies a more prominent position in the app’s bottom navigation bar.
On iPads, Instagram opens directly to Reels, bypassing the traditional home feed.
The company is testing a “Reels-first” interface in India, making short-form video the default experience for millions of users.
This prioritization reflects a clear strategic intent: to position Instagram as the global leader in social short video, rivaling TikTok and YouTube Shorts.
India: The Engine of Future Growth
Mosseri has frequently highlighted India as a key market for Instagram’s expansion. With TikTok banned since 2020, India has become the world’s largest playground for short-form video creators — and Instagram is reaping the benefits.
“A significant share of Instagram’s future growth will come from India,” Mosseri said earlier this year.
The platform’s creator ecosystem in India has exploded, with millions of influencers, entertainers, educators, and small businesses using Reels to build audiences and drive sales. Instagram has responded by introducing localized trends, regional language support, and monetization tools for Indian creators.
By testing new Reels-centric features in India first, the platform is clearly treating it as a beta market for innovation — a strategy similar to how YouTube and WhatsApp have approached their largest user base.
Chasing YouTube and TikTok — Differently
Instagram’s foray into television is not about replicating YouTube’s playbook but expanding its own ecosystem. While YouTube dominates long-form, horizontal content, and TikTok rules the short vertical format, Instagram sits at the intersection — blending social networking, entertainment, and messaging.
A dedicated TV app could strengthen that position by offering a lean-back experience — where users can binge Reels, explore curated playlists, and engage with trending creators — all while lounging on their couch.
Imagine scrolling through Reels not with your thumb, but with your remote.
Meta’s Broader Vision
Instagram’s exploration of television aligns neatly with Meta’s overarching strategy of expanding its video ecosystem across platforms. Meta’s leadership has repeatedly emphasized the importance of video as the future of online engagement.
Facebook Watch, WhatsApp video calls, and Oculus immersive content are all pieces of this broader puzzle. By bringing Instagram to TVs, Meta could further unify its video portfolio — potentially enabling cross-platform viewing, advertising, and creator monetization.
With 3 billion monthly active users, Instagram remains one of Meta’s most valuable assets. As video consumption patterns evolve, ensuring that Instagram “shows up on all relevant devices,” as Mosseri put it, will be critical for maintaining that dominance.
Challenges Ahead
Of course, expanding to television is not without hurdles.
User Interface Adaptation: Translating a vertically optimized mobile app to a TV interface requires thoughtful design.
Content Moderation: With public viewing in homes, the platform must refine how it surfaces safe, age-appropriate content.
Monetization Models: Unlike mobile ads, TV-based advertising is still an emerging field for social apps.
Competition: YouTube, TikTok, and even Snapchat are all racing to own the connected TV experience.
Instagram’s success will depend on how seamlessly it can merge its visual DNA with the television format — without losing what makes Reels instantly addictive on mobile.
Conclusion: The Next Screen for Instagram
As Instagram moves deeper into video, the television screen seems like a natural next frontier. The world’s attention is no longer bound by device — and if users are watching Reels while lounging in their living rooms, Instagram wants to be there too.
Mosseri’s comments may be tentative, but they underscore a larger truth about the social media landscape: platforms can no longer afford to stay confined to a single screen. The lines between mobile, desktop, and TV are blurring — and Instagram, once a photo app, is evolving into a full-fledged video ecosystem that spans them all.
If Instagram succeeds, Reels may soon play not just in your feed, but on your television — proof that in the attention economy, the screen may change, but the scroll never stops.
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