After rolling out its apps for phones and iPads, Instagram’s next frontier may be the living room via smart TVs. The platform aims to broaden its digital reach by developing a bespoke TV app.
Adam Mosseri, Instagram’s CEO, revealed that the platform is seriously considering this move. He noted that as more people consume media via television, it’s strategic to explore how Instagram could adapt. Although there are no confirmed details yet, the team is exploring how to design an interface that is seamless and visually engaging on large screens.
Mosseri stated: “We want to ensure that our presence looks appealing on every device.” He also mentioned that vertical content — especially Reels — could be compatible with TV viewing. However, he dismissed the idea that the TV app would stream live sports events or full-length films and series akin to dedicated streaming services.
Originally a photo‑sharing app, Instagram has evolved significantly in recent years, with video — especially Reels, launched in 2020 — becoming central to the platform. Despite boasting billions of users, its entry into the TV space could capture even more attention, given that television remains a preferred medium for visual content in the home.
With AI features now enabling Reels translations into multiple languages, content creators can broaden their reach across regions. The smart TV app could become a pivotal component of Instagram’s strategy moving forward.
