Facebook is building its own TV app to work with set-top boxes like the Apple TV, according to a report in The Wall Street Journal on Tuesday.
The app would give Facebook a way to encourage its users to watch longer videos, a goal the company has already signaled in conversations with content creators and recent tweaks to the Facebook News Feed.
Facebook is currently testing mid-roll ads that play during the middle of videos on its network, and the Journal notes that Facebook plans to show those ads in its unreleased TV app as well.
A Facebook spokesperson declined to comment.
