The Shift of Social Media to Television Screens

As traditional cable and linear television face a decline, social media platforms are increasingly positioning themselves as alternatives for entertainment. This shift is evident as platforms like Instagram and TikTok explore ways to reach audiences on television screens. In December 2025, Instagram announced it was testing an “Instagram for TV” app, allowing users to watch Reels on larger screens. TikTok previously attempted a similar initiative, although it was discontinued due to compliance issues. Research from Parks Associates indicates that social video has become the second-most-watched video type on TVs, highlighting a significant change in viewing habits.

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The integration of social media into television viewing is reshaping expectations for content creation and advertising. Jennifer Kent, a senior vice president at Parks Associates, noted that social video platforms are raising the bar for traditional media to be more interactive and creative. This trend is further fueled by the decline of the U.S. linear TV market, which has seen a roughly $15 billion drop. Max Willens, a principal analyst at eMarketer, pointed out that social media platforms are under pressure to establish a presence on television as advertising budgets shift away from linear TV.

Social Platforms Are Moving Onto TV Screens—Industry Experts Explain Why

The rise of the creator economy is also influencing this transition. Traditional media companies are increasingly collaborating with popular creators to produce content that resonates with younger audiences. For instance, Amazon MGM Studios has partnered with creators like MrBeast for projects such as Beast Games. YouTube has reported that over 150 million Americans watch its content on TV screens, capturing 13.4% of TV viewing time, surpassing Disney's 9.4% share.

Social Platforms Are Moving Onto TV Screens—Industry Experts Explain Why

Despite the positive outlook for social media's integration into television, there are concerns regarding the impact of social media addiction, particularly among younger users. Experts have raised alarms about the potential for social media to replace genuine face-to-face interactions and contribute to mental health issues such as anxiety and depression. Ashley Lucas, a therapist, emphasized that social media addiction can disrupt sleep patterns and self-esteem, while Nancy Hans, Executive Director of the Partnership of Community Wellness, noted that it may hinder children's developmental skills.

Local experts weigh in on the dangers of social media addiction

Experts like Nastasia Griffioen from the Trimbos Institute argue that simply raising the minimum age for social media use may not enhance safety for young users. Instead, she advocates for building resilience and educating youth about online risks. Additionally, Dr. Manan Vora highlighted the cognitive risks associated with excessive social media use, warning that prolonged scrolling can diminish brain activity and impair decision-making.

Experts warn raising social media age limit might not improve youth safety

As social media platforms continue to push for a foothold in television, both media companies and social platforms will need to adapt their strategies to align with evolving viewer preferences. The ongoing experimentation with formats and content delivery will likely shape the future of entertainment consumption, blurring the lines between traditional and digital media.

Social Platforms Are Moving Onto TV Screens—Industry Experts Explain Why