Instagram Hits TVs: Mosseri Unsure How Users Will Adapt to Big Screen Experience

• Instagram is launching an app for Amazon Fire smart TVs, extending its reach from mobile to living rooms.
• Instagram head Adam Mosseri admits uncertainty about how users will adapt to the big screen, expecting to learn and iterate quickly.
• The move tests Instagram's mobile success against YouTube's TV dominance, focusing on short-form content.
• Mosseri notes US pressure on TikTok benefits Meta and questions TikTok's super app model outside China.
• Instagram prioritizes varied short content but remains open to long-form or premium video, and plans future user control features.

Why It Matters: Instagram expands to TV, testing its mobile success while its head admits uncertainty about user adoption.