TikTok and Instagram are reportedly in the early stages of developing television applications aimed at expanding their reach into the living room, following the success of YouTube’s TV platform [1]. While neither platform has officially confirmed the development, sources indicate that both are building apps tailored for TV viewing, with TikTok reportedly focusing on higher production-value content and Instagram planning to leverage its Reels format [1]. The Information was first to report on these efforts, highlighting that neither company is currently seeking partnerships with traditional broadcasters [1].
The initiative marks a strategic shift for both companies as they look to capitalize on the growing demand for short-form video content in a family-friendly setting. TikTok, which previously launched a TV app in 2021 before withdrawing it this year, appears to be taking a more serious approach this time, having invested significant time into refining its strategy [1]. Meanwhile, Instagram’s TV app is expected to mirror the fast-paced, scroll-based experience of its mobile app but with a more structured format suitable for television consumption [1].
Analysts suggest that the move reflects a broader trend of digital-first platforms integrating with traditional TV ecosystems. By entering the TV space, TikTok and Instagram aim to retain younger audiences who increasingly consume content on mobile devices but still spend significant time watching television [1]. Minda Smiley of eMarketer noted that social networks are closely observing how YouTube has established itself as a top streaming service in the living room, and it was surprising that they did not enter the space sooner [1].
However, adapting mobile-first, user-generated content to a TV-centric format presents challenges. Issues such as user interface design, content curation, and parental controls are expected to be key considerations for both platforms [1]. TikTok recently introduced tools to notify parents when teens post public videos, reflecting the platform’s growing focus on content moderation and safety [2]. As Instagram moves into the TV space, similar concerns are likely to arise, particularly regarding the regulation of content and the protection of younger users.
Monetization is another critical factor. YouTube’s TV offering has been successful in part due to its ability to blend native short-form content with a subscription-based and ad-supported model. Analysts expect TikTok and Instagram to explore similar strategies, including ad breaks and branded content, to generate revenue from their TV apps [1]. The platforms will need to balance user experience with monetization to ensure the apps remain engaging and commercially viable.
With no official announcements from either company, the details of these TV apps remain speculative. However, their development signals a significant evolution in how short-form content is consumed and distributed. If successful, these initiatives could redefine the role of social media in the home entertainment landscape and challenge existing streaming platforms [1].
Source:
[1] https://techcrunch.com/2025/07/31/tech-layoffs-2025-list/
[2] https://www.techdigest.tv/2025/07/tiktok-to-alert-parents-when-teens-post-public-videos-ai-researcher-turns-down-1bn-offer-from-meta.html
