Social platforms are making moves from smartphones to living rooms. TikTok and Instagram are both reportedly developing TV-friendly apps, signaling their interest in competing with YouTube’s success on connected televisions.
According to a report originally by The Information, both companies are currently working behind the scenes to bring their short-form video content to TV screens, inspired by the growth of YouTube’s television presence. YouTube’s own app for smart TVs and streaming devices has grown steadily, with its subscription service YouTube TV now boasting nearly 9.4 million users.
Unlike YouTube’s full-blown TV replacement model, Meta’s upcoming app for Instagram would focus on Reels, bringing vertical video content to larger screens. TikTok is also said to be prioritizing videos with stronger production value as it eyes a bigger push into the home viewing space.
Sources say TikTok has been refining its approach over the past six months. The platform had previously launched a version of its TV app in 2021, but with little promotion or momentum, it was quietly phased out earlier this year. This new attempt is expected to be more strategic and content-focused.
Although neither TikTok nor Meta have publicly confirmed these projects, TikTok’s Global Head of Product Operations and Solutions, David Kaufman, dropped a hint during last week’s Cannes Lions Festival. “The living room is definitely a new frontier for us that we’re taking very seriously,” he said.
While neither company is reportedly in talks with broadcasters, the move comes as streaming giants are facing increased competition and rising subscriber churn. Both TikTok and the Gram seem poised to leverage their existing creator ecosystems to offer a fresh alternative for TV viewers.
If successful, these platforms could reshape what entertainment looks like on the big screen, blending viral videos with the living room experience and opening the door to even greater viewership across generations.