The news: Instagram may be reassessing how its video strategy translates to CTV, with long-form programming emerging as a potential focus. Speaking at Scalable Summit last week, Instagram vice president of product Tessa Lyons suggested the platform may need formats beyond short-form video to capture TV audiences, per ICYMI.

Lyons noted that Instagram will eventually become “a unique part of creators’ long-form strategy in addition to their short-form strategy.”

Zooming out: Instagram debuted IG for TV in late 2025, an app that allows viewers to watch Reels content on CTV devices. Bringing Reels to TV screens initially seemed designed to broaden Instagram’s short-form reach amid competition with TikTok and YouTube Shorts, but long-form programming on the big screen could make Instagram an even more direct rival to YouTube.