Instagram may be planning to make yet another change in its strategy, as the platform is rumored to be considering adding long-form videos for connected TVs (CTVs). Recent discussions around Instagram long-form content CTV options have sparked a lot of interest among creators and viewers alike.
In case Instagram decides to pursue this move, it might put the app right alongside the likes of YouTube and TikTok in their competition for domination in living room screens.
Expansion in CTVs would reflect the ongoing trend across many platforms – focusing on longer watch time, creator content and TV consumption.
Instagram’s Move Away from Short Form Video
Over the years, Instagram has focused on short-form vertical content through its Reels feature as a response to the popularity of its competitor TikTok.
However, the social media platform has experimented with longer videos in the form of IGTV in the past until they closed down the stand-alone app in 2022.
Currently, industry experts believe Instagram might be looking to venture back into longer videos – especially on CTVs – along with offering monetization opportunities for creators.
Such an expansion by Instagram may offer the following benefits to creators:
- Produce more premium, episodic content
- Enjoy longer watch times
- Monetize content through ads and sponsors
- Viewers on large TV screen sizes
Why Connected TV is Important
The connected TV sector has become an important part of digital media consumption in recent years. Users are now consuming more creator-driven content through smart TVs, streaming devices and gaming consoles than ever.
YouTube has been experiencing considerable success with this strategy, with long-form videos by creators receiving high traction on such platforms.
Thus, Instagram’s possible expansion to CTVs may allow the social network to compete for:
- Advertising dollars
- Longer session times
- Premium creators
- Brand advertisers
Industry experts state that while short form content may generate engagement, longer videos usually result in greater monetization.
Changes in Social Media Viewing Habits
With the expansion to CTVs, Instagram may be addressing the changes in consumer behavior across social media platforms. As social media users start consuming more creator-driven content, they prefer longer videos for purposes such as:
- Education
- Podcasts
- Entertainment
- Shows
- Product reviews
Because of this, many platforms have had to change their content strategy over 2026.
Instagram’s potential expansion may mean that Meta sees long-form content by creators as the next growth point for its platform.
What It Means For You as a Creator
With the potential launch of long-form video support, creators using Instagram may have to alter their content strategy going forward.
Potential opportunities may include:
- Higher quality episodic content
- Longer storytelling format
- TV-friendly brands for content creators
- Home consumption optimized content
Existing creators on YouTube with longer videos may be able to benefit from such a move.
Does Instagram Stand a Chance Against YouTube?
It should be noted that Instagram enjoys supremacy over YouTube when it comes to mobile phone use. Thus, competing in the world of long-form videos will not be easy for the company.
Nonetheless, Instagram’s vast network of creators and users might prove to be a significant advantage in this endeavor.
Conclusion
Expansion to CTV might signal Instagram’s next move in its social media strategy for long-form video content. As platforms look to expand monetization, this expansion might signify the next era for social media platforms. For creators, brands and other stakeholders, the shift might provide a new opportunity for growth.
