TikTok and Instagram are building dedicated television apps to challenge YouTube’s growing dominance on TV screens. Both social media giants want to capture the massive audience that now watches more content on streaming platforms than traditional television.
YouTube has become the most-watched streaming service in America. Nielsen data shows it captured 12.5% of all TV viewing time in May 2025, beating Netflix and every other platform. This marks YouTube’s highest share ever and its fourth straight month of growth.
Meta is developing a TV version of Instagram that will feature Reels as the main content. The company recently made all Facebook videos into Reels to unify video publishing across its platforms. Details about Instagram’s TV app remain limited, but the focus will clearly be on short-form vertical content.
TikTok has spent six months working on its new TV app with a clear strategy. The company wants to attract older viewers who typically watch television in living rooms. Unlike pulling from TikTok’s existing library, the app will encourage creators to make higher-production videos that work better on big screens.
This represents TikTok’s second attempt at television. The company launched a TV app in November 2021 but quietly removed it in June 2025. The previous app never gained traction and TikTok barely promoted it to users.
“Living rooms are the new front line for us,” said David Kaufman, TikTok’s global product division head, speaking at the Cannes advertising festival. “We’re taking it very seriously.”
YouTube’s TV success comes from years of investment in living room experiences. The platform now generates more watch time than any linear or broadcast TV network according to Nielsen. Streaming overall has reached historic milestones, accounting for over 40% of total TV viewing time.
Both TikTok and Instagram face significant challenges translating their mobile-first experiences to television screens. Vertical videos don’t naturally fit TV displays, and remote controls can’t replicate the seamless swiping that makes these apps addictive on phones.
The timing reflects broader competition in streaming. Traditional TV networks and well-funded streaming services have struggled to match YouTube’s performance. Meta and TikTok believe their massive user bases give them advantages, but their content libraries focus on short clips rather than the longer videos that dominate TV viewing.
YouTube TV, the company’s live television service, has lost subscribers due to price increases. But YouTube’s free content continues growing on TV screens as viewers shift away from cable and broadcast television.
The social media companies haven’t announced launch dates for their TV apps. Both Meta and TikTok declined to comment on development details. Success will depend on whether living room viewers want the same quick, scrollable content that works on mobile devices.
YouTube’s television dominance shows how viewing habits continue evolving. The platform that started with amateur videos now commands more attention than major TV networks. TikTok and Instagram hope to replicate this success, but they’re entering a space where YouTube has built years of advantages.
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