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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