Having primarily focused on mobile users for years, Instagram is now poised to take a significant leap forward after amassing a user base of 3 billion people.

In a bid to compete with TikTok, Instagram is considering a somewhat surprising strategic move. During the Bloomberg Screentime conference, Adam Mosseri, the head of the social network, revealed that his team is currently working on creating a dedicated app for smart TVs.

This shift aligns well with Meta’s strategy to enhance Instagram’s emphasis on video content, following its decision to convert all uploaded videos into Reels…

A TV App to Attract a New Audience?

In his remarks, Adam Mosseri explained this new direction by pointing to changing user behaviors. He noted that if social media consumption is increasingly shifting towards television, particularly in markets like France where it remains strong, platforms like Instagram need to adapt to this broadcasting medium.

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The goal is to allow users to enjoy Reels and other video content directly on their living room screens. Although no specific launch date or official announcement has been made, Mosseri admitted that not considering such an app earlier was a “mistake,” especially since platforms like YouTube already dominate this space.

However, unlike its competitors, Instagram’s forthcoming app will not focus on acquiring exclusive rights or broadcasting live sports events. Instead, the aim is to reinvent vertical content for television by leveraging the growing trend of communal viewing within households.

Are Reels Driving Instagram’s Transformation?

This strategic shift is part of Instagram’s broader transformation into a full-fledged video platform. In recent years, Reels have become central to the user experience, and new editing features continue to support this evolution.

More recently, in India, Instagram has even tested a version of its app where Reels are the default display. The introduction of an app for smart TVs would further this trend, aligning with video consumption habits. If realized, this “Instagram TV,” though the name is yet to be confirmed, could potentially serve as a new showcase for creators and further solidify the social network’s global dominance in online entertainment…