Instagram may be preparing a major shift beyond short-form Reels as the platform explores long-form content designed for connected TV viewing.
According to a recent media reports, Instagram Vice President of Product Tessa Lyons said during the Scalable Summit that:
“I don’t think short-form vertical content is going to be enough to succeed on TV. What we’re thinking about is, how do we best serve the creators who do short-form content, but also do long-form content?”
The comments suggest Meta is considering broader entertainment experiences for Instagram as connected TV viewing continues growing globally. Industry analysts believe the move could position Instagram more directly against platforms like YouTube, TikTok, and streaming services competing for living room screen time.
Instagram has already started expanding its connected TV ambitions. Earlier this year, the platform launched its TV app on Google TV devices in the United States after previously debuting the experience on Amazon Fire TV hardware. The app allows users to watch Instagram Reels through a television-friendly interface optimized for remote controls.
The reported push toward longer content reflects broader industry trends as social platforms increasingly blur the line between traditional television and creator-driven video apps. Research from the Interactive Advertising Bureau suggests social video advertising is now growing faster than connected TV ad spending in 2026.
Meta has aggressively prioritized video across its platforms in recent years to compete with TikTok and YouTube. Instagram Reels initially focused on short clips, but the platform has gradually expanded video length limits and improved creator monetization tools.
Some analysts say longer-form creator content could help Instagram increase watch time, attract premium advertising budgets, and strengthen its position in the rapidly evolving creator economy.
Connected TV platforms are also becoming increasingly important as younger audiences consume more social media content on larger screens instead of traditional cable television.
Back in 2018, Instagram rolled out a standalone app called IGTV, aiming to take on YouTube and create new business opportunities. However, they had to shut the app down in 2022 because no one caught on.
So while Instagram has not officially announced a dedicated long-form TV product this time, the latest inside remarks indicate the company is actively evaluating how its content ecosystem can evolve beyond short-form mobile viewing.
