As YouTube Dominates the Big Screen, TikTok and Instagram TV Apps Make Their Move into Streaming
Move over Netflix — TikTok and Instagram TV apps are coming for your couch time too.
For years, social video apps have dominated smartphones, turning casual users into addicted scrollers and transforming creators into global stars. But now, two of the biggest names in the space — TikTok and Instagram — are setting their sights on a new screen: the television.
It’s a shift that reflects more than just changing habits. It’s about control over where — and how — the next generation watches content. And if YouTube’s living room success is any indication, TikTok and Instagram TV apps could open a new floodgate of ad revenue and reshape what we think of as “TV.”
The Screen That Never Scrolled
Television has long been the last stronghold of traditional media. But in recent years, that dominance has been slipping. YouTube now commands more watch time on U.S. TVs than any streaming platform — Netflix included — according to Nielsen. And it didn’t get there by luck. YouTube invested early in smart TV apps and living room integrations, betting that short-form content could thrive in a space once reserved for scripted dramas and Sunday sports.
Now, TikTok and Instagram TV apps are following suit.
Meta is quietly developing a television-native version of Instagram, sources familiar with the company’s plans say. The goal is to bring Reels — its short video format — to a larger screen and a more laid-back audience. No more hunched shoulders or thumb cramps — just smooth, vertical videos delivered in widescreen comfort.
TikTok already offers a basic TV app on platforms like Fire TV and Google TV. But insiders suggest a more refined version is in the works — one designed for long-form sessions and binge-style viewing, with a new interface that fits the TV experience and a smarter algorithm built for lean-back consumption.
The Battle for Your Living Room
Why does this matter? Because the living room is still prime real estate in the ad world. Connected TV (CTV) advertising — which includes any content streamed through a television — is projected to surpass $40 billion globally this year. It’s growing faster than mobile and desktop video combined.
For TikTok and Instagram, the opportunity is twofold: reach users where they’re most relaxed, and offer advertisers a premium viewing environment. Think fewer skippable ads, more polished sponsorships, and room for longer, story-driven content.
This could also mark a turning point for creators. With TikTok and Instagram TV apps offering a bigger stage, short-form stars can explore new formats — series, tutorials, even music showcases — that play better on a full screen than a phone.
Social Video Is Rewriting the Rules of TV
This isn’t just about streaming. It’s about redefining what we mean by television. In this future, your living room isn’t just a place to watch a crime drama or a reality show. It’s where you check in on your favorite meme account, watch viral street interviews, or co-view content with friends across the world.
There are hurdles, of course. Not everyone wants TikToks on a 65-inch OLED, and translating vertical video to horizontal space still poses creative and technical challenges. But the underlying bet is clear: attention, not production value, is the new currency — and wherever that attention flows, platforms will follow.
Whether this evolution leads to a true second-screen revolution is still unfolding. But one thing’s clear: TikTok and Instagram TV apps aren’t just fighting for your thumbs anymore.
They want your remote too.
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