Instagram planning to launch TV app for Reels

After intending to expand its reach, Instagram chief Adam Mosseri has revealed that the social media platform is working on making Instagram on TV a reality. Mosseri reportedly pointed out that Instagram may need a dedicated TV app, considering more people were switching to TVs to consume media. While Instagram is “exploring” a TV app, there is nothing concrete just yet as the platform tries to figure out the best way to implement its content.

Adam Mosseri told Bloomberg, “We’d like to figure out how to make sure that we show up in a compelling way on all the relevant devices.”

While Instagram is a predominantly vertical platform, particularly with Reels, Mosseri believes that this can work even on TVs. The Instagram chief even dismissed the possibility of signing deals to stream live sports or Hollywood movies and shows via the Instagram TV app.

Instagram that originally started as a photo-sharing app has in recent years completely transformed with videos at the centre, courtesy of Reels. Reels were introduced in 2020 as an alternative to Chinese social media platform TikTok. Since then, Reels have become the most important part of the Meta-owned platform, which now has over 3 billion monthly users.

Instagram’s new iPad app even opens on the Reel feed, and the platform is also going to show the Reels app more prominently on the navigation bar for all users.

In this scenario, having an app for TVs may further boost Instagram’s prospects. TVs are the go-to platform for videos, with YouTube having a substantial viewer base through TVs.