The Rise of TV Apps: TikTok and Instagram Enter the Living Room
The dominance of the television as the centerpiece of household entertainment is far from over. Despite the increasing hours we spend on our smartphones, the allure of the big screen remains powerful, not just for viewers, but also for advertisers. In a bold move, giants like TikTok and Instagram are diversifying their reach, developing television apps to capture a share of the lucrative advertising pie dominated by streaming platforms .
TikTok and Instagram: The Shift to Television
Recent reports from The Information reveal that TikTok and Instagram are actively working on applications designed for TV viewing . This strategic pivot aims to lure advertisers away from the $26 billion revenue generated by streaming platforms in 2024. Both platforms seek to attract new demographics, especially older users, diverging from their typical user profiles—70% of TikTok users fall under the age of 34, while approximately 60% of active Instagram users are similarly young.
The Resurgence of Traditional Television
The arrival of mobile devices led many to predict the death of traditional television, as laptops , tablets , and smartphones took center stage. Critics thought we would witness a blockbuster revolution in mobile viewing, as articulated by various media outlets. However, they were mistaken. Television still reigns in households across the globe, bolstered by the rise of streaming services that help maintain audience engagement. Historically low levels of linear TV consumption have emerged, but streaming has fortified television’s presence in homes. This evolving landscape might soon witness another transformation with the introduction of native mobile apps becoming staples on our living room screens.
YouTube’s Dominance Fuels Change
One factor propelling TikTok and Instagram’s shift is YouTube’s remarkable growth. According to Nielsen , YouTube’s viewing hours have surged by over 120% since 2021, securing its status as the leading platform in TV viewership with 12.5% of total television viewing in May 2025. This significant milestone underscores a paradigm shift where platforms rooted in the internet adapt seamlessly to television viewing, even overtaking traditional broadcasters.
TikTok’s Previous Attempt
Interestingly enough, TikTok previously ventured into the Smart TV arena with a dedicated app launched in November 2021. However, it failed to gain traction and was discontinued by June. Major TV brands like Sony, Samsung, and LG saw little success with this app, hinting at potential revisions in TikTok’s strategy for a more favorable television approach. In contrast, Instagram has never released a dedicated app for smart TVs.
The Driving Force: Advertising
At the heart of this transition lies a compelling desire for advertising revenue . The $26 billion generated by streaming platforms is a formidable figure, and platforms like YouTube have mastered the art of ad deployment. In 2024, 72% of YouTube’s revenue amounted to advertising, illustrating the effectiveness of diverse ad formats such as pre-rolls , bumpers , and mid-roll advertisements. This shift will not only allow TikTok and Instagram to explore hybrid advertising methods—including the innovative use of artificial intelligence —but also enable them to create impactful engagement in the television space that they previously lacked.
The Future: A New Era of Viewing
The coming years promise a fascinating evolution in the way we consume content. The potential for TikTok, Instagram, and other social media platforms to enhance their TV apps suggests a renewed focus on user engagement . With the proliferation of smart TVs and discerning viewers seeking diverse content, the potential of these apps to introduce unique features and innovative advertising approaches makes this transition more than just a passing trend. Collaboration between television and social media companies could lead to a richer, more engaging viewer experience.
As television continues to adapt and grow, it becomes apparent that the big screen is far from obsolete. Instead, it is on the verge of experiencing another transformation, this time driven by the power of mobile applications. As TikTok and Instagram unite their strengths with the traditional television format, they could redefine how audiences engage with content in the coming years.