Both TikTok and Instagram are reportedly working on apps designed for television viewing, aimed at capturing growing connected TV (CTV) audiences.

"These social networks are seeing how well YouTube has done in the living room and how they've really cemented themselves as one of the top streamers," our analyst Minda Smiley said on a recent episode of the "Behind the Numbers." "I'm surprised it took this long,"

This development highlights the increasingly blurred boundaries between social media platforms and traditional streaming services, as each tries to capture more viewer attention and advertising dollars.

YouTube's dominance proves the model works

YouTube has established itself as the template for success in both mobile and living room environments, dominating Nielsen's TV usage rankings for four consecutive months.

YouTube captured a 12.5% share of total TV streaming time in May 2025, surpassing traditional media powerhouses like Disney (5%) and outperforming Netflix (7.5%) by a significant margin, according to Nielsen data.

"YouTube has been more things to more people than any other platform," said our analyst Paul Verna in the episode. "CTV is a big, big part of their business from a user standpoint and from an ad revenue standpoint... they have somehow managed to continue to be relevant across a very, very broad spectrum of video consumption."

This success demonstrates why social platforms are eager to expand beyond mobile devices and into the living room, where advertising rates are typically higher and viewing sessions longer.

Vertical video presents challenges and opportunities

The transition from mobile-first, vertical video to television screens presents both technical and behavioral hurdles for social platforms.

Mobile's vertical video runs counter to TV's horizontal orientation, creating a fundamental disconnect that platforms must address either through interface design or by encouraging creators to produce horizontal content.

"I do think it is somewhat of a challenge, but I also think as a society, we've become so accustomed to watching vertical videos," said Smiley. "I was talking to a marketer recently who said they recently made an ad for streaming for TV that actually just featured vertical videos because they know that's just what catches people's eyes. That's how people are used to seeing videos now."

Creators become the battleground

Both streamers and social platforms are increasingly competing for creator talent and content, further blurring the lines between these once-distinct media categories.

High-profile examples include YouTuber MrBeast launching "Beast Games" on Amazon Prime Video and children's content creator Miss Rachel licensing her YouTube content to Netflix.

"There's not really one roadmap or one way that we're seeing both social networks and the streamers go about partnering with creators," said Smiley explained. "Even when you look at the streamers... we're seeing some play out as licensing deals. We're seeing some play out as original series."

This creator-centric approach represents a significant shift in content strategy, with both social platforms and streaming services recognizing the value of established creator audiences.

What it means for marketers

For advertisers, these developments suggest a future where the distinctions between social media and streaming advertising continue to fade.

Marketers are already adapting their approach to social video, with some moving away from trend-chasing content toward more polished, episodic formats that could work across platforms.

"They're creating more polished, premium ads that maybe work on TikTok, but also could work in a streaming environment where ads typically tend to be a bit more thought out," said Smiley. "It might be harder to differentiate what a TikTok ad looks like versus what a Netflix ad looks like."

Marketers should prepare for a landscape where the boundaries between social and streaming continue to dissolve, potentially creating new opportunities for cross-platform campaigns.

Listen to the full episode.

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