Instagram and TikTok are coming to TV. And the attention war enters the living room.
The phone wasn’t enough. Now they want your television. Instagram and TikTok have landed on Smart TVs. It’s not a test. It’s a takeover.
TikTok is already available on Android TV, Fire TV, and Samsung. Instagram has launched in Germany with a horizontal interface, autoplay, designed for the couch. It’s a massive leap because it brings entertainment AI into the heart of the home, into the living room, onto the biggest screen, into a once-shared space.
It’s no longer social media. It’s a new kind of channel: a TV without programming, without choice, driven by algorithm. Scrolling becomes collective. The feed moves on its own. Videos play even if no one touches them. Habits change. Time changes. Evenings change.
Content is no longer personal. It becomes environmental. It’s no longer “a moment while waiting for the bus,” it’s “the entire evening while you’re having dinner with friends.” And that’s the most profound shift, because when the place you watch changes, the things you watch change too. Social media doesn’t accompany you. It absorbs you. It watches you, adjusts to you, shapes you. Every breath, every distraction, every pause, all of it is swallowed by the feed.
Instagram does it silently. TikTok does it loudly. But the strategy is the same: expand, colonize, reformat. Every screen must show something that keeps your attention awake, even if you’re not really watching. Every moment must be monetized, even if you’re not interacting. Every evening can become a session. Every home, a data point.
This isn’t just a new platform. It’s a new grammar of attention, where content doesn’t tell stories, it fills space; where time doesn’t pass, it flows; where choice doesn’t exist, only reaction does. Reaction to videos, to likes, to sound, to AI that shifts, tests, retries, measures.
And you sit there, not to watch but to be watched. If you think this is just a “TV version,” you’ve missed the point. It’s a cognitive reformatting experiment, a process of adaptation, invisible, constant, accepted.
It used to be a pocket game. Now it’s a wall-sized stream. And every day, we become it a little more.
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Marco Camisani Calzolari
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