Recently, there has been a notable shift back to traditional TV screens, reversing the trend of increased mobile device viewing. Reports from recent months indicate a steady rise in the time viewers dedicate to TV consumption. Additionally, platforms like YouTube are seeing a surge in viewership on TV screens. In the United States, YouTube now comprises 13.4% of all television viewing time, even surpassing Netflix. With over a billion daily viewing hours, YouTube is increasingly perceived as a pivotal entity in television broadcasting, rather than merely a video-sharing platform.
This trend is prompting major social media players to pivot towards TV-oriented strategies. During the Bloomberg Screentime conference, Instagram’s President, Adam Mosseri, hinted at the potential development of a dedicated TV app. Mosseri emphasized, “If audiences are gravitating towards television, we must follow suit.” While there is no formal rollout plan, Mosseri acknowledged the absence of such an app as a significant oversight.
Initially conceived as a photo-sharing network, Instagram has significantly evolved, particularly with the rise of Reels videos. These short, engaging videos have transformed Instagram into a notable video platform. Recent statistics indicate that Reels now constitute about 38.5% of user feeds. Meta’s reports suggest that daily, more than 200 billion Reels are viewed across Instagram and Facebook. It’s this video-centric focus that drives the ambition of creating a television-based app.
YouTube’s success with live broadcasts and extended content formats is well-documented. Yet, Instagram aims to differentiate its approach. According to Mosseri, while there are no plans to procure sports or Hollywood content, there is potential to adapt the vertical video format for TV with enriched social interaction. As the shift from mobile to TV continues, it’s evident that social media companies are positioning themselves in this evolving landscape. Instagram’s announcement is merely an initial step in this direction.