The ambitious video apps plans to land on Smart TV

There is no one who can with the TV. Although the hours we spend in front of the mobile are increasingly abundant, the big screen that makes up the neuralgic entertainment center and household meetings continues to exercise great power over us. And about advertisers. Therefore, even mobile apps giants such as Instagram or Tiktok consider a turn to television and prepare apps in that format.

Tik tok and Instagram, to TV. Account ‘The Information‘That Tiktok and Instagram are developing apps to be viewed on television. The objective is to steal some advertiser of the juicy cake that are now distributed the platforms of streaming (that generated more than 26,000 million dollars in income in 2024) and also increase the number of users, appealing to new profiles and older than the usual ones on the platforms (In Tiktok About 70% of users are under 34 years old, and On Instagram around 60%)

The future has returned. When the use of mobiles was generalized, the media looked at these new devices, transportable screens (laptops, tablets, smartphones) and They said “here is the future”. We would watch TV and movies on mobiles. They were wrong: TVs are still reigning in houses thanks to the arrival of streaming: Linear TV consumption is in historical minimumsbut Thanks to streaming platforms A lot of television is still seen. But the screen continues to be transformed and perhaps the next bombing we see comes from the arrival of native mobile apps.

YouTube to power. Recent news resonates in this decision of the two gigantic social social networks: YouTube’s sustained growth in recent years. According to Nielsenthe video platform has experienced a constant and significant general growth, more than 120 % since 2021. But in addition, in May 2025, it occupied the leading position between platforms of streamingwith 12.5 % of the total viewing on television. That is, advancing traditional television on their own land and even its rivals of streamingan app born on the Internet has conquered televisions.

Tik Tok already tried. The Chinese video app has already tried to enter the Smart TVS with an application that did not have much route and It was launched in November 2021. According to Sony and collects ‘The Information’, Tiktok stopped updating the app in June and there are other televisions brands, such as Samsung or LG, where it is not even available. It is a possible clue about changes in the Tiktok TV approach. Instagram has never had an app for Smart TVS.

Advertising is what is sought. To those mentioned 26,000 million dollars that gives the streaming In advertising the 72% of the 50,000 million youtube revenues In 2024: the video format and its jump to television allows multiple formats (pre -rol, Bumper, Mid-RollShorts), very versatile and attractive for video social media apps, more limited in that regard. Television allows hybrid advertising practices (with the use of artificial intelligence That will begin to put into practice Netflix, for example), which generate more impact on television. All that also want to access Tiktok and Instagram.

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