You will be redirected back to your article in seconds

Facebook Developing Video App for Apple TV, Other Set-Tops (Report)

Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported.

By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The social giant has been mulling a connected-TV app for several years, but the initiative took root last summer as Facebook decided to make video a top strategic priority, according to the Journal, citing anonymous sources.

Facebook declined to comment. To date, its biggest push has been to deliver more video to mobile apps, particularly live video via Facebook Live.

The potential move to TVs comes as Facebook has initiated an effort to acquire or fund original programming — including scripted and unscripted formats — from media companies and individual digital stars. That effort is being headed up by Ricky Van Veen, Facebook’s head of global creative strategy, who joined the social giant earlier this year from CollegeHumor.

Meanwhile, Facebook last week announced a change in its News Feed algorithm to favor longer-form videos. It will now rank videos that appear in users’ News Feeds to more heavily weight viewing-completion percentage the longer a video is, on the assumption that if you’ve watched a longer video all the way through it’s by definition a more engaging and relevant piece of content. Facebook also is experimenting with mid-roll ad breaks in longer videos.

It’s not clear when Facebook might roll out apps for Apple TV or other devices. If it does, getting a position on connected TVs would sharpen its competitive position against YouTube, which has made apps available on multiple devices and services for years.

As part of making its case to TV ad buyers, Facebook has launched a new marketing mix modeling tool that will let advertisers compare results of their ad placements across multiple platforms including TV.

More Digital

  • YouTube terminates Toy Freaks

    YouTube Terminates Toy Freaks Channel Amid Broader Crackdown on Disturbing Kids' Content

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

  • Liza Koshy

    Liza Koshy to Star in YouTube Red Comedy Series 'Liza on Demand' Premiering in 2018

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

  • Dwyane Wade

    NBA Star Dwyane Wade Has His Own Facebook Reality Show

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

  • Still from Google Spotlight Stories' short

    Google Spotlight Stories Releases VR Short 'Sonaria' With Steam, Viveport, Mobile App

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

  • Dana Walden American Idol

    Fox's Dana Walden Joins Hulu Board of Directors

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

  • homepod-white-shelf

    Apple Delays HomePod Speaker Until Early 2018

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

  • Jason Mojica Vice

    Vice Suspends Film Producer Jason Mojica Amid Sexual Harassment Investigation

    Facebook is developing an app for set-top boxes including Apple TV, as a way to bring longer-form video content — and video ads — to big-screen TVs in consumers’ living rooms, the Wall Street Journal reported. By pumping video to TVs, Facebook is hoping to capture a bigger slice of ad budgets earmarked for television. The […]

More From Our Brands

Access exclusive content