Adapted by:
John Tones
WriterI've been writing about culture for twenty-something years and, at Xataka, I cover everything related to movies, video games, TV shows, comics, and pop culture.
Karen Alfaro
WriterCommunications professional with a decade of experience as a copywriter, proofreader, and editor. As a travel and science journalist, I've collaborated with several print and digital outlets around the world. I'm passionate about culture, music, food, history, and innovative technologies.
Despite the increasing number of hours we spend on our phones, the big screen that forms the nerve center of entertainment and gatherings in our homes continues to hold great power over us—and over advertisers. This is why even mobile app giants like Instagram and TikTok are considering television and developing apps in this format.
TikTok and Instagram are coming to TV. According to The Information, both companies are developing TV apps. The aim is to steal some advertisers from the lucrative pie now shared by streaming platforms, which generated more than $26 billion in revenue in 2024. They also hope to increase their user base by appealing to new demographics. Currently, about 70% of TikTok users are under 34 years old, and about 60% of Instagram users are under 34.
The future is back. When mobile use became widespread, the media looked at these new portable screens—laptops, tablets, and smartphones—and said, “Here is the future.” We would watch TV and movies on our phones. They were wrong. TV sets still dominate homes thanks to streaming. Linear TV consumption is at historic lows, yet a significant amount of TV is still being watched because of streaming platforms. However, screens continue to evolve, and perhaps the next big thing will come from native mobile apps.
YouTube’s steady growth. Recent news about the two giant video social platforms aligns with this decision, particularly YouTube’s steady growth in recent years. According to Nielsen, the video platform has experienced a significant overall increase of more than 120% since 2021. Additionally, in May 2025, YouTube held the leading position among streaming platforms, accounting for 12.5% of total TV viewing. In other words, it has overtaken traditional television and even its streaming rivals. An app born on the internet has conquered TV sets.
TikTok has already tried. The Chinese video app attempted to enter smart TVs with an app that didn’t find much success. It launched in November 2021. According to Sony, and as reported by The Information, TikTok stopped updating the app in June, and it’s not available on other TV brands such as Samsung or LG. This could hint at changes in TikTok’s approach to TVs. Instagram has never developed an app for smart TVs.
Advertising is what it’s all about. Advertising contributed to the more than $26 billion generated by streaming. YouTube’s $50 billion revenue in 2024 came 72% from advertising. The video format’s leap to TV enables multiple formats—pre-roll, bumper, mid-roll, and Shorts. These are versatile and attractive options for video social networking apps, which are more limited in that sense. Television also enables hybrid advertising practices, such as the use of AI, which Netflix is set to implement. These practices have greater impact on television. TikTok and Instagram want access to that too.
Image | Glenn Carstens-Peters (Unsplash)
Related | TikTok Has Shaped Social Media Platforms for Years, Boosting YouTube’s Rise
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