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TikTok and Instagram are both preparing to debut revamped, dedicated TV apps to attract a new audience and premium advertisers.
The Big Picture: TikTok and Instagram are jealous of YouTube’s recent outsized success in TV viewership, as it’s now the most-watched streaming service in the US — beating the likes of Netflix and Disney+ — with an overall 12.4% share of viewership and growing. The next social media battle is shaping up to take place in your living room.
Behind the Scenes: Instead of scrolling on your smartphone, social-media giants now want you to use your TV remote.
- Instagram’s and TikTok’s TV apps would be optimized for video.
- Both companies have already been encouraging users to post videos horizontally and with longer runtimes.
- The companies would need to ink new deals with smart-TV manufacturers, such as Samsung and Vizio, and streaming operating systems, like Roku and Apple.
Last Update: Both TikTok and Instagram see TV apps as a way to capture older audiences who typically don’t scroll on their smartphones — YouTube viewership among those 65 and older grew by 106% last month thanks to TV. Additionally, the money spigot is wide open for streaming-TV advertising following the rollout of ad-supported tiers by premium streamers. Instagram and TikTok could command top dollar if they can prove viewership is just as high on TV as it is on mobile.
Prediction: With TV making it more comfortable to watch long-form horizontal videos, it’s possible that a new independent film and TV market could emerge across social media platforms, utilizing the mobile apps as a second-screen experience.
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