Social Media's Rise on the Big Screen: A Shift in Entertainment Consumption
The traditional TV landscape is changing as social media platforms begin to shift towards television screens. With cable and linear TV viewing on the decline, studios and streaming services are experimenting with uploading content to social platforms like TikTok, Instagram, and YouTube.
One notable example of this trend is Disney's recent announcement that it will be releasing microcontent on its platform, designed for mobile viewing. However, with the emergence of microdramas – short, bite-sized video series meant for mobile consumption – networks are now launching original content specifically tailored for traditional TV screens.
Instagram has recently tested an "Instagram for TV" app, allowing users to watch Reels on their televisions. TikTok previously made a similar push but was met with regulatory compliance issues. Pinterest's acquisition of connected TV ad-buying platform tvScientific signals that the company believes advertising dollars may shift towards living room viewing.
Research from Parks Associates shows that social video is now the second-most-watched video type on TVs, blurring the lines between traditional video media and social strategies. Analyst Jennifer Kent notes that this trend correlates with the growth of the creator economy, as traditional media companies partner with creators or launch initiatives dedicated to creator content.
The lines are indeed blurring, according to Kent, who says everyone wants to mimic what's happening on social media and vice versa. This shift is expected to raise expectations for more interactive, creative formats, and engaging new creators that can speak to audiences in different ways.
However, this trend also comes with growing pains for social media platforms. The $15 billion decline of the US linear TV market has accelerated experimentation, but competition has made growth slower and more challenging. Time spent on social media is flatlining, and some analysts predict a gentle decline starting next year.
As the competition intensifies, social platforms are under pressure to establish themselves on television screens. Analyst Max Willens notes that moving into living rooms isn't a new idea – YouTube, for example, launched as a desktop platform, became mobile-first, and is now a major force in TV viewing.
While it's likely that the balance between TV viewing and social media consumption will persist, Willens predicts that both media companies and social platforms will need to adjust their strategies as viewing habits continue to shift. Advertisers and media companies must figure out what's different about traditional TV consumption and adapt accordingly – the big screen is not just a dusty box of the past but a central hub of leisure time for consumers of all ages.
The traditional TV landscape is changing as social media platforms begin to shift towards television screens. With cable and linear TV viewing on the decline, studios and streaming services are experimenting with uploading content to social platforms like TikTok, Instagram, and YouTube.
One notable example of this trend is Disney's recent announcement that it will be releasing microcontent on its platform, designed for mobile viewing. However, with the emergence of microdramas – short, bite-sized video series meant for mobile consumption – networks are now launching original content specifically tailored for traditional TV screens.
Instagram has recently tested an "Instagram for TV" app, allowing users to watch Reels on their televisions. TikTok previously made a similar push but was met with regulatory compliance issues. Pinterest's acquisition of connected TV ad-buying platform tvScientific signals that the company believes advertising dollars may shift towards living room viewing.
Research from Parks Associates shows that social video is now the second-most-watched video type on TVs, blurring the lines between traditional video media and social strategies. Analyst Jennifer Kent notes that this trend correlates with the growth of the creator economy, as traditional media companies partner with creators or launch initiatives dedicated to creator content.
The lines are indeed blurring, according to Kent, who says everyone wants to mimic what's happening on social media and vice versa. This shift is expected to raise expectations for more interactive, creative formats, and engaging new creators that can speak to audiences in different ways.
However, this trend also comes with growing pains for social media platforms. The $15 billion decline of the US linear TV market has accelerated experimentation, but competition has made growth slower and more challenging. Time spent on social media is flatlining, and some analysts predict a gentle decline starting next year.
As the competition intensifies, social platforms are under pressure to establish themselves on television screens. Analyst Max Willens notes that moving into living rooms isn't a new idea – YouTube, for example, launched as a desktop platform, became mobile-first, and is now a major force in TV viewing.
While it's likely that the balance between TV viewing and social media consumption will persist, Willens predicts that both media companies and social platforms will need to adjust their strategies as viewing habits continue to shift. Advertisers and media companies must figure out what's different about traditional TV consumption and adapt accordingly – the big screen is not just a dusty box of the past but a central hub of leisure time for consumers of all ages.
I'm low-key excited for this trend, but also kinda worried that it'll all blow up in our faces. Like, can social media really handle being on TV? 
It's gonna be super awkward watching Reels on my sofa with my friends. And don't even get me started on the ads – will they be as annoyingly targeted as they are online? 
On the other hand, I love that creators are getting more recognition and can reach audiences directly. Maybe this is a good thing for them? 
But have you seen how slow growth has been for social media lately? Like, $15 billion decline in US linear TV market? That's crazy. I'm not sure if they're ready to take on the living room just yet... 
I think it's pretty cool that social media platforms are getting into the TV game! Imagine watching your fave TikTok creator on the big screen 
. But at the same time, I'm also thinking about how this is gonna change the way we watch vids... do we just wanna chill on our couches or scroll through Instagram all day? 
TV |
. First, they're on TikTok, then Instagram, now YouTube... can't they just stick to what they're good at? I mean, I love a good Reel as much as the next person, but come on! And don't even get me started on this "Instagram for TV" thing - it's just a fancy way of saying "we're trying to be cable TV, but with ads and fewer channels". 
. Like, can we please keep them separate? And what's gonna happen to the creator economy? Is it just gonna be a bunch of mini-series or is there something bigger going on here? 
and if social media keeps struggling to grow, it might be hard for them to make a comeback.
TikTok and Instagram are already experimenting with video content, and now Pinterest's getting in on the action too 
. The creator economy is killing it, btw - those creators are raking it in 
!
. but seriously tho, think about it, if you're scrolling thru instagram during your lunch break and then you come home and just keep watching those same creators on tv... that's some clever marketing right there 
What do you guys think - are social media vids and TV gonna coexist, or is one just gonna take over the other? 
So like, I know some people are saying that social media is going to change the TV game and stuff, but let's get real here... it's not like they're just copying each other or anything 
. But hey, at least the competition is good for us viewers, right? We get to see new creators and formats popping up left and right! 
