Facebook (FB) - Get Facebook, Inc. Class A Report announced on Tuesday that it was significantly increasing the number of ways users will be able to watch its videos, including via a new app accessible on set-top boxes such as Apple (AAPL) - Get Apple Inc. (AAPL) Report TV and Amazon (AMZN) - Get Amazon.com, Inc. Report Fire TV, as well as Samsung (SSNLF) Smart TVs.
In a blog post, Facebook said it would be rolling out the new app in the coming months. Dan Rose, Facebook's vice president of partnerships, also discussed the moves at the Recode Code Media conference in Dana Point, Calif.
"We want people to consumer our content wherever they are," Rose said. "That could be on the phone, or the computer, and the TV is another stream for that. But we're a mobile first company, and the products we build are always going to be oriented around the mobile experience."
Functionally, some videos that play on Facebook automatically will play audio that fades in and out as users scroll through them. Though this new feature could risk alienating some users, it is clearly aimed at boosting video ad sales, the fastest growing portion of the advertising pie.
Facebook is also adding a picture-in-picture mode to allow viewers to keep watching a video while browsing the news feed.
All of this comes with Facebook trying to become a video destination to rival Alphabet's (GOOGL) - Get Alphabet Inc. Class A Report YouTube, rather than just being a place where users see news feeds shared or recommended by friends and followed accounts. The changes also demonstrate Facebook's interest in licensing more content through revenue-sharing deals rather than a subscription model like that of Netflix's (NFLX) - Get Netflix, Inc. (NFLX) Report .