Instagram is reportedly experimenting with a new app for Smart TVs, a move that could mark a major step in the platform’s expansion beyond smartphones. The goal is to strengthen the presence of video content on large screens and compete more directly with YouTube, the established leader in the industry.
According to rumors, the project would allow users to view Reels, videos, and other Instagram content directly on their TV, offering an experience more similar to that of traditional streaming platforms and video services.
The initiative is part of Meta’s strategy to increasingly focus on audiovisual content, a segment that has seen strong growth in recent years and represents one of the main battlegrounds between the major digital platforms.
If the test is successful, Instagram could transform from a simple mobile social network into a cross-platform entertainment platform, increasing user dwell time and opening up new opportunities for creators, advertisers, and content producers.