Netflix, Disney have unexpected streaming rival

AMZNNFLXDISKey PointsA popular social media giant just made a move to enter the living room streaming competition.Short-form, creator-driven content increasingly dominates TV viewing habits alongside traditional programming.Instagram Reels leverages its 3 billion users for a significant distribution and discovery advantage.For years, the streaming wars have centered around Netflix (NFLX) and Disney (DIS). However, the next big competitor for your TV time may not be a pure-play streaming service. Meta Platforms (META) is pushing its ubiquitous Instagram Reels onto TV screens with a brand new app set to launch on Amazon’s Fire TV devices. Although I wouldn’t bet on Instagram producing hour-long shows, the move’s a reflection of a reality that streaming giants just can’t ignore. TV viewers, much like their mobile peers, are spending a lot more time watching short, creator-driven content even on the biggest screens. So Meta’s Insta play has everything to do with tracking consumer behavior and ensuring their platforms appear wherever attention is focused. YouTube has already proven that television is no longer reserved for traditional programming. In fact, YouTube commands a double-digit share of total U.S. TV time, accounting for a remarkable 12.9% of total viewing, according to Nielsen’s October 2025 Media Distributor report. That said, this new shift opens up a new dynamic altogether, pointing to virtually every platform competing for time in the living room. Meta is pushing Instagram Reels onto TV screens, signaling a shift in how platforms compete for attention in the living room. — Source: Wong/Getty Images What is Amazon’s Fire TV? Fire TV is Amazon’s smart TV operating system, which powers streaming through integrated software or devices, usually sticks and cubes. Essentially, it becomes a viewing hub and a storefront, influencing what users watch, install, and ultimately see. Amazon claims to have sold over 200 million Fire TV devices globally since 2023, creating a substantial installed base. More Streaming: Disney’s CEO shares bad news for its biggest rivals Streaming, cable, Disney, and why popular channels disappear Popular streaming service likely to raise prices Warner Bros. Discovery just got a boost, and buyers are circling Additionally, while Fire TV numbers aren’t reported separately as a revenue line, they support higher-margin businesses, such as advertising and subscriptions. For perspective, Amazon’s latest nine-month filing through September 30, 2025, showed advertising sales jumping to $47.3 billion as subscription services skyrocketed to $36.5 billion, out of $503.5 billion in total sales (17% collective contribution). Meta is following viewers into the living room Meta is looking to take its foray into the streaming space slowly before deciding how quickly and how far to scale. To kick things off, Instagram’s first TV app will be launched on Amazon’s Fire TV platform, bringing Reels (short-form video) to the living room. Meta says that the Fire TV rollout is an initial test before it adds on new TV platforms. The deeper push into the TV ecosystem could be incredibly fruitful, though. View post: YouTube rolls out wild upgrades as creators sound alarmEntertainmentYouTube rolls out wild upgrades as creators sound alarmYouTube launches major changes, while creators raise separate concerns.Nina Zdinjak 0 GOOGL The connected TV market is fragmented but opportunity-rich, offering tremendous upside potential for Meta’s Instagram experiment. In the U.S. during Q3 2025, connected TV device share broke down as follows: Roku: 36% Apple TV: 15% Amazon Fire TV: 14% Samsung Smart TV: 13% LG: 5%Source: Pixalate Moreover, Amazon seems thrilled by the partnership. Our mission is to get you to the world’s best content fast, and we’re thrilled to welcome Instagram to Fire TV.Aidan MarcussFire TV vice president He calls the app an “awesome experience” while signaling confidence in the partnership. Instagram’s head, Adam Mosseri, outlined the motivation behind the significant move while speaking at Bloomberg Screentime back in October. If behavior [and] the consumption of these platforms is moving to TV, then we need to move to TV too.Adam MosseriInstagram head Reels’ biggest advantage is distribution Instagram Reels have essentially become a cultural engine, but it wasn’t by accident. The engine works by packaging music, memes, and instant storytelling into a frictionless and easy-to-comprehend format (also easily remixable). Instagram now boasts a staggering 3 billion monthly active users, according to CNBC, so Reels benefits from a virtually unmatched distribution advantage. Creators can jump on a particular bandwagon and reach beyond their base with ease, through Instagram’s algorithmic discovery. View post: You won’t believe what Coca-Cola just did with its coffee brandInvestingYou won’t believe what Coca-Cola just did with its coffee brandA high-profile coffee deal has suddenly become complicated for Coca-Cola.Faizan Farooque 0 KO Instagram’s discovery-first design is exactly the point. Reels focuses on discovery over social posts, surfacing trending audio, edits, and remixes. Additionally, Meta continues to refine its approach through the “Your Algorithm” tool, offering users greater control and potentially boosting engagement. Nevertheless, the competitive landscape remains crowded: Instagram: 3.0 billion monthly active users YouTube: 2.53 billion usersYouTube Shorts: 2 billion+ logged-in monthly viewers TikTok: 1 billion + global monthly users Snapchat: 943 million monthly active users Clearly, TikTok has become the fastest trend-setter, while YouTube pairs Shorts with arguably the deepest creator library. So Instagram not only faces the challenge of gaining attention, but must also fight habits that have become incredibly entrenched. View post: Cathie Woods buys $13.4 million of tumbling tech stockStocksCathie Woods buys $13.4 million of tumbling tech stockShe’s seeing something the market doesn’t.Moz Farooque 0 HOOD About the authorsMoz FarooqueMoz (Muslim) Farooque is a financial journalist, U.S. stock and crypto analyst, and founding editor at Undervalued Deep Insights.He specializes in deep dives on AI & emerging tech, electric-vehicle disruptors, big-tech giants, blockchain & crypto markets, and entertainment & media stocks.Celine ProviniCeline is a writer and editor with over 20 years of experience and has covered diverse news, features, academic/research, and legal topics. At TheStreet.com, Celine is a senior editor with experience across retail, stocks, investing, personal finance, technology, the economy, and travel. Start the Conversation