{"id":1236453768,"date":"2025-07-14T06:00:00","date_gmt":"2025-07-14T13:00:00","guid":{"rendered":"https:\/\/variety.com\/?post_type=variety_vip_post&#038;p=1236453768"},"modified":"2025-07-11T16:32:39","modified_gmt":"2025-07-11T23:32:39","slug":"youtube-spotify-meta-tiktok-video","status":"publish","type":"variety_vip_post","link":"https:\/\/variety.com\/vip\/youtube-spotify-meta-tiktok-video-1236453768\/","title":{"rendered":"How Meta, TikTok and Spotify Can Snatch YouTube\u2019s Crown"},"content":{"rendered":"<!-- do not apply CSS styles to this element! -->\n\t\t\t\t<div class=\"pmc-paywall\">\n\n\n\n\n\n\n\n\n\n\n\n\n<p\n\t\tclass=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \"\n>\n\tYouTube may be enjoying its reign as the king of video on both mobile and TV screens, but besting YouTube isn\u2019t necessarily an impossible feat.<\/p>\n\n\n\n<p\n\t\tclass=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \"\n>\n\tAs the <a  rel=\"noreferrer noopener nofollow\"  target=\"_blank\"  href=\"https:\/\/www.theinformation.com\/articles\/tiktok-instagram-plot-tv-apps-following-youtubes-success?offer=rtsu-engagement-25%2Crtsu-featured-articles-pro&#038;utm_campaign=RTSU%3A+Social+TV+Apps&#038;utm_content=9104&#038;utm_medium=email&#038;utm_source=cio&#038;utm_term=6081\"  >Information reported<\/a> in late June, both Meta and TikTok are apparently working on TV apps of their own. Meta wants to create a TV platform for Reels, likely part of its recent effort to standardize its short-form video format across IG and FB under the \u201cReels\u201d label.<\/p>\n\n\n\n<p\n\t\tclass=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \"\n>\n\tTikTok\u2019s plan, meanwhile, is more elaborate than a port of its phone app (which it quietly launched in 2021 and <a  href=\"https:\/\/www.axios.com\/2025\/02\/08\/tiktok-smart-tvs-app-stores-ban\"  target=\"_blank\"  rel=\"noreferrer noopener nofollow\"  >shut down this year<\/a> to little fanfare). The company reportedly wants to reach older viewers with the app, which may include higher-budget, made-for-TV content. The report lines up with TikTok\u2019s publicly stated ambitions of <a  href=\"https:\/\/www.theinformation.com\/articles\/tiktok-wants-time-tv-screen\"  target=\"_blank\"  rel=\"noreferrer noopener nofollow\"  >conquering the living room<\/a> at Cannes Lions in June.<\/p>\n\n\n\n<p\n\t\tclass=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \"\n>\n\tIf Meta\u2019s wealth of Reels content can bring viewers to the small screen, its combined tally of Facebook and Instagram monthly active users could potentially give YouTube some competition. But users don\u2019t necessarily translate to views, especially when neither Meta nor TikTok has prioritized video creation for nearly as long as UGC pioneer YouTube.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-datawrapper wp-block-embed-datawrapper\"><div class=\"wp-block-embed__wrapper\">\n