The TV screen is becoming a more ubiquitous platform as traditional studios and streaming services experiment with social media giants like TikTok, Instagram, and YouTube.
The decline of cable television has led to a surge in the popularity of microdramas on mobile devices, prompting major networks such as TelevisaUnivision and Telemundo to launch their own original content. Meanwhile, Disney announced its plans to release "microcontent" on Disney+, indicating that social media platforms are expanding into traditional TV screens.
Instagram recently launched an app called "Instagram for TV," allowing users to watch Reels on their televisions, while TikTok previously experimented with a similar concept before disbanding it due to regulatory issues. Pinterest has also acquired a connected TV ad-buying platform, signaling its intentions to shift advertising dollars towards living room viewing.
Research from Parks Associates indicates that social video is now the second most-watched video type on TVs, as younger generations increasingly consume entertainment on their phones. Jennifer Kent, principal analyst at Parks Associates, notes that the creator economy is driving this trend, with traditional media companies partnering with creators to produce premium content.
Kent emphasizes that "lines are blurring all over," as everyone wants to be on both the big screen and social media platforms. She highlights the importance of social video platforms raising expectations for other TV shows and networks to be more interactive and creative in their formats.
However, industry experts Max Willens point out that growing competition and slowing growth rates have made social media platforms sensitive to pressure. According to eMarketer, time spent on social media is flatlining and expected to decline next year.
Willens argues that these platforms face a challenging task in establishing themselves as major players on TV screens, but notes that YouTube has successfully navigated this transition by becoming mobile-first and now dominating TV viewing.
Looking ahead, Willens predicts that both media companies and social platforms will need to adjust their strategies as viewing habits continue to shift. He believes that the key to success lies in understanding what's different about TV consumption and adjusting advertising strategies accordingly.
The decline of cable television has led to a surge in the popularity of microdramas on mobile devices, prompting major networks such as TelevisaUnivision and Telemundo to launch their own original content. Meanwhile, Disney announced its plans to release "microcontent" on Disney+, indicating that social media platforms are expanding into traditional TV screens.
Instagram recently launched an app called "Instagram for TV," allowing users to watch Reels on their televisions, while TikTok previously experimented with a similar concept before disbanding it due to regulatory issues. Pinterest has also acquired a connected TV ad-buying platform, signaling its intentions to shift advertising dollars towards living room viewing.
Research from Parks Associates indicates that social video is now the second most-watched video type on TVs, as younger generations increasingly consume entertainment on their phones. Jennifer Kent, principal analyst at Parks Associates, notes that the creator economy is driving this trend, with traditional media companies partnering with creators to produce premium content.
Kent emphasizes that "lines are blurring all over," as everyone wants to be on both the big screen and social media platforms. She highlights the importance of social video platforms raising expectations for other TV shows and networks to be more interactive and creative in their formats.
However, industry experts Max Willens point out that growing competition and slowing growth rates have made social media platforms sensitive to pressure. According to eMarketer, time spent on social media is flatlining and expected to decline next year.
Willens argues that these platforms face a challenging task in establishing themselves as major players on TV screens, but notes that YouTube has successfully navigated this transition by becoming mobile-first and now dominating TV viewing.
Looking ahead, Willens predicts that both media companies and social platforms will need to adjust their strategies as viewing habits continue to shift. He believes that the key to success lies in understanding what's different about TV consumption and adjusting advertising strategies accordingly.
. It's like how we evolve as individuals - we gotta be open to new experiences and formats, or risk being left behind. And let's not forget, the creator economy is what drives all this innovation, so we gotta give props to those innovators 
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. They need to adjust those ads and formats to fit the bill, 'cause that's where the real growth happens 
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I think its gonna be a wild ride with all these big players trying to squeeze into the living room 
. Social media giants are already taking over our phones, so why not TVs too? But for me, it's gotta be about the content, fam 
. If they can make those Reels and TikTok vids feel like real TV shows, I'm in 
. Otherwise, just more noise and ads, you know? 
I think it's crazy how TV screens are becoming more like social media platforms! It makes sense though, younger gens love consuming content on their phones and now they're bringing that same energy to the living room 
I mean, I love a good Reel as much as the next person, but there's something to be said for a full-on movie night experience 
I mean, can you believe it? The big players are finally starting to catch up with TikTok and Instagram on social media. 
It's been like they've been living in a bubble for years thinking the TV screen is the only place to be. But nope! Younger gens are all about that mobile life and socials, so it's time for them to adapt. 
It's all about the creator economy, I'm telling ya! The lines are indeed blurring and it's only going to get more lit from here. 
. I mean, can't we just watch our favorite shows on Netflix or Hulu like normal people? 
. And don't even get me started on the creator economy - what does that even mean? Are they tryin' to tell us that just 'cause someone's got a million followers, their show is automatically good? 
I swear, it's all about clicks and ad revenue now... 
! But, like, what if the big players get in the way? 
Only time will tell, but for now, let's just say I'm excited to see where this whole microcontent thing goes 
It's like, what's next? Live streams on the big screen with a 100k-person audience cheering 
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. I mean, can't we just watch normal shows like we used to? This social media stuff is a fad, mark my words 
Guess they're gettin' more comfortable with tech or somethin'. Anyway, it makes sense that social media platforms are tryin' to tap into this market - all them young people are glued to their screens. I mean, have you seen TikTok? It's crazy! 
i mean who needs cable when you can get your fave shows on tiktok or instagram? 
but i'm curious to see how other platforms are gonna adapt to this new landscape 
. I mean, who wouldn't wanna watch their fave Reels on the telly? And its actually pretty interesting that Pinterest is getting in on the action too 
. YouTube already figured out how to make mobile-first work, so why can't others catch up? 
and tiktok is getting into tv production 
it feels like the lines between big screen and social media are totally blurring out now 
