Instagram TV (IGTV), launched by Meta in June 2018, was envisioned as the platform’s answer to YouTube, a space for long-form, vertical video content. However, the experiment never quite took off.
The standalone IGTV app struggled to gain traction, attracting only around 7 million users by early 2020 and roughly 18 million installs globally by August 2021.
Eventually, Instagram began merging IGTV’s features into its main app, consolidating all video formats under the broader ‘Instagram Video’ banner. By March 2022, Meta officially discontinued the IGTV app, a move that underscored the platform’s inability to effectively compete with YouTube in the long-form video space.
But it seems that Instagram is once again eyeing the big screen. Earlier this week, Instagram CEO Adam Mosseri revealed at the Bloomberg Screentime conference in Los Angeles that the platform is exploring the launch of a dedicated TV app, as part of its broader push into video content.
The move comes in response to changing user behavior, with more people consuming content on larger screens. The proposed app would allow Instagram to reach new audiences and compete more directly with YouTube, which already offers a seamless viewing experience on TVs.
Mosseri said Instagram wants to 'show up compellingly on all relevant devices,' adding that the platform’s existing vertical video format, especially reels could translate well to television screens.
However, there are no firm launch plans yet, as the company is still experimenting with how to best bring the experience to life.
He also clarified that Instagram doesn’t intend to license live sports or Hollywood movies for the app, choosing instead to focus on creator-driven content like Reels.
The exploration of a TV app underlines Instagram’s evolution from a photo-sharing platform to a video-first ecosystem and its renewed ambition to capture the long-form video audience and take the fight to YouTube and TikTok.
Can Instagram’s renewed push into television succeed where IGTV failed and finally establish the platform as a serious contender to YouTube in the long-form video space?
Anushka Sanghvi, Chief Marketing Officer, Nofiltr Group, says she’s curious to see how Instagram navigates this shift, given its long-standing identity as a mobile-first platform. “It’s interesting to see Instagram expanding into the TV space, it shows how seriously they’re taking changing consumer viewing habits,” she notes.
“It’s almost like they’re acknowledging that people now want to lean back and watch, not just scroll. We’re already watching Reels together on big screens with friends, this move just makes that experience official,” she adds.
Sanghvi says the move opens a new format for “sit-down” storytelling , campaigns that feel like short documentaries or extended creator series, ideal for bigger brand moments. “The key challenge is ensuring it doesn’t just feel like Reels stretched for TV,” she stated.
Himanshu Singla, Founder & CEO, Idiotic Media, says the move highlights Instagram’s quiet evolution from a quick-scroll app to a serious video platform.
“Over the past year, I’ve seen more users watching creator podcasts, commentary reels, and even repurposed YouTube content on Instagram. Many are already casting Reels to their smart TVs, so the viewing habit exists, it just needs a better format and interface. With connected TV consumption rising in India, Instagram stepping into the living room feels both strategic and timely,” he adds.
Swati Nathani, Co-Founder & CBO, Team Pumpkin, calls it a timely move. “With consumption on larger screens rising for entertainment and long-form content, Instagram’s push into connected TV feels natural. Today’s viewers expect fluid transitions between devices, and this step could help Instagram move beyond mobile-first audiences toward a more family- or community-style viewing experience,” she explains.
Nathani adds this could enable more immersive brand storytelling, from long campaigns and mini web series to documentary-style content. The challenge will be measuring impact and scaling creatives for larger screens, where attention spans and expectations differ from mobile.
Harikrishnan Pillai, CEO and Co-Founder, TheSmallBigIdea says “Instagram’s move comes at an interesting time, with Connected TV growing rapidly in India. While I get their intent to move beyond the phone-only experience and offer more ‘lean-back’ viewing, I’m not sure the platform’s audience is ready for long-form content. If it works, though, it could open a huge monetisation avenue big screens mean higher CPMs and premium, even shoppable, ad formats.”
Why IGTV failed?
IGTV struggled to gain traction because it failed to differentiate itself from existing platforms like YouTube and didn’t align with Instagram’s mobile-first, quick-scroll user behavior. The standalone app saw low adoption, with users often reluctant to switch apps for long-form content, and creators didn’t see enough incentive to produce exclusive content for it.
Sanghvi says IGTV was ahead of its time. “Back then, people weren’t ready for long vertical videos, and the app felt disconnected from the rest of Instagram. While it didn’t succeed then, user habits and timing are very different today,” she explains.
Nathani notes that long-form video is now mainstream, driven by YouTube, OTT platforms, and evolved creator storytelling. Instagram’s success will hinge on smart discoverability, seamless integration with Reels and Stories, and rewarding quality content. If short and long formats complement each other, the platform could succeed this time.
Singla notes that in 2018, IGTV felt like a separate app rather than a natural part of Instagram. Users were still focused on short-form content, and creators had little incentive to make longer videos.
“This time, Instagram needs to make long-form content feel organically discoverable within the main feed, rather than a standalone “content island.” By offering better monetization, stronger algorithmic placement, and YouTube-style viewer retention tools, creators are more likely to take it seriously. Additionally, the platform should prioritize curating and highlighting quality content, ensuring viewers find real value in watching longer videos,” he highlights.
Pillai mentions that the biggest challenge is that Instagram’s content is mostly vertical. TV is horizontal, designed for long-form. "Adapting vertical-first video to TV without awkward blank spaces or weird cropping is a task unless they produce more, which is an exercise in itself. Instagram’s mobile UI is optimized for touch, swipes, fast interactions translating that to remote control or directional pad is hard. Also, Instagram currently lacks deep catalog assets, that’s often what draws people to TV/OTT. Without a strong backbone of long-form, premium content, the effort may feel shallow. Also, taking on YouTube’s massive video library is a tough fight," he highlights.
Instagram’s journey with long-form video has been a story of timing, experimentation, and adaptation. While IGTV failed to capture audiences in its initial attempt, shifts in user behavior, the rise of connected TVs, and the success of short-form formats like reels have created a more favorable environment for Instagram to revisit the space.
By integrating long-form content seamlessly into the main app, focusing on discoverability, rewarding quality creators, and offering formats that feel native to the platform, Instagram has a real opportunity to succeed where it once stumbled.
