Instagram has launched a native app for Apple TV, expanding its presence on connected TV devices to include Reels, long-form video, and live content. This move aims to increase Meta's share of living-room viewing time and positions the platform to compete more directly with YouTube for connected TV advertising budgets.
The launch of the Instagram Apple TV app signals Meta's aggressive move to transition from mobile-first scrolling to lean-back television consumption. By optimizing Reels and long-form creator content for the shared screen, Instagram is positioning itself as a direct competitor to YouTube for high-value connected TV advertising dollars. This shift forces traditional streamers and broadcasters to compete with an established creator ecosystem for primary screen time. Watch for Meta to report specific engagement metrics for horizontal video and episodic content to justify premium CTV ad rates to brand partners.
Instagram has launched a native Apple TV app, allowing users to watch Reels, live shows, and long-form content on their televisions. This expansion marks Meta's strategic pivot toward lean-back viewing, positioning Instagram as a direct competitor to YouTube for high-value connected TV advertising dollars and increased user session times.
The app supports Reels, episodic series, and live content, featuring cross-device resume functionality for a seamless viewing experience.
The Instagram Apple TV app requires tvOS 26.0 or later to function.
Meta is expanding to capture larger connected TV advertising budgets and transition from mobile-first scrolling to lean-back television consumption to compete with YouTube.
Instagram is now available on Apple TV, Amazon Fire TV, Google TV, and Samsung smart TVs.
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