Instagram Prepares for TV Shift: Longer Podcasts, Series, and Streaming on the Way

Instagram is considering a greater focus on long-form content for Connected TV. Product Vice President Tessa Lyons explained that short videos alone may not be enough to succeed on smart TVs. The goal is to offer new opportunities for creators and strengthen competition with YouTube.

Instagram is re-evaluating the role of long-duration content within its development strategy. The platform, currently strongly associated with Reels and short vertical videos, aims to expand the tools available for creators in response to changing audience habits and the evolution of the video market.

This direction was outlined by Tessa Lyons, Instagram's Product Vice President, who spoke at the Scalable Summit. During her talk, she explained that while short content remains central, it may not be sufficient to achieve significant results in Connected TV. According to Lyons, the company is studying the best ways to support creators who alternate between short formats and more extensive content. The idea is that within two years, Instagram could become a stable element of long-form strategies.

Instagram and Entry into TV Content Strategies

Among the formats that could receive more attention are podcasts, live streaming, and narratives developed in longer episodes, including mini-series that have gained popularity on TikTok. The goal is to increase audience engagement and offer more growth and monetization opportunities for creators.

This perspective aligns with the launch, which took place last December, of a new Instagram CTV application. The interface closely resembles that of YouTube for smart TVs, and although it is currently primarily focused on short content, it could evolve to host longer duration videos. The choice is also influenced by the growing weight of YouTube in the television sector. In the United States, Google's platform is currently the most followed streaming video service, surpassing competitors like Netflix, Disney+, and Prime Video.

This success has bolstered the advertising market related to Connected TV, which combines broad reach with digital targeting. Instagram had previously tried to establish itself in long-form with IGTV, launched in 2018 as a separate application. However, the project did not achieve the expected response and was shut down in 2022 as part of a general streamlining of the user experience. Today, Meta seems ready to try again.