The news: Instagram and TikTok are working on plans to develop connected TV (CTV) apps to mimic the success of YouTube’s big-screen push, per The Information.

• YouTube’s CTV efforts are capitalizing on high Shorts engagement and the fact that more users watch it on TV than on any other device, including smartphones.
• TikTok could be looking to attract older viewers, while Meta is battling lower engagement—the latter’s daily active users grew 6% YoY across its platforms in Q1 2025, down from 7% YoY growth in Q1 2024.

Zooming out: Both TikTok and Instagram have dabbled in long-form video and CTV apps, but neither endeavor took off. This renewed CTV push suggests platforms are searching for new growth areas amid signs of plateauing engagement on mobile.

• TikTok previously released a CTV app, but it failed to gain traction—likely due to poor formatting and an uninspiring user interface.
• Instagram’s IGTV app, which focused on video content over 60 minutes, was discontinued in 2022 after just four years.

New CTV apps may initially feature a light ad load to encourage adoption, mirroring the monetization strategy used with Threads.

Win for advertisers: CTVs support pause ads, which activate when users stop playback—a format not available in mobile short-form apps but shown to be highly effective and non-disruptive.

Yes, but: CTV platforms offer a path to reach older users who are less active on mobile but more comfortable with traditional remote-based viewing.