March 1st 2017
By Mike Flaminio
A new Facebook app appeared today on Apple TV. The tvOS app extends Facebook's video ambitions to living rooms equipped with an Apple TV. The move comes shortly after Facebook announced set-top TV support last month and last week's launch for Samsung Smart TVs.
Initially, Facebook videos streamed on Apple TV and other devices apps will not carry advertising, but the ultimate goal is to provide a lean-back experience that will let the social giant sell TV-targeted ads. The company recently announced the launch of a test of mid-roll ads for premium video on mobile and desktop, and expanded live ad breaks in the U.S. for Facebook Live.
On a parallel track, Facebook is currently looking to acquire or fund original programming -- including scripted and unscripted formats -- from media companies and individual digital stars. Last month Facebook cut a deal with Univision to live-stream 46 soccer matches from Mexican league Liga MX this year, and is in talks with Major League Baseball to live-stream one free game per week.