It's an interesting experiment, which could play more to Facebook's strengths, in regards to tying more social elements into the video-viewing experience.
Facebook Launches New Video Series, Hosted by Post Malone
Facebook has announced the launch of a new video series, hosted by Post Malone, which it will make exclusively available on Messenger and Instagram via the Watch Together option, which it rolled out back in September.
Watch Together enables users to stream Facebook-hosted video content within a Messenger video call, which can include up to 50 people at once.
To launch a Watch Together stream, you start a Messenger video call as normal, or create a Messenger Room, then swipe up to access the menu and select "Watch Together".
As you can see here,you can then select the video content you want to watch in your group. Watch Together is also available to users who've opted into the new Messenger experience on Instagram, which combines your Instagram Direct and Messenger interactions.
Facebook is also adding the new Post Malone show - which, seemingly, won't be available within Facebook itself, nor via Facebook Watch direct. "Post Malone’s Celebrity World Pong League will be a 10 episode series airing on Wednesdays and Fridays, featuring Post Malone going head-to-head against his celebrity friends including Doja Cat, Machine Gun Kelly, Quavo, and Saweetie in a battle to become the World Pong Champion. The first episode pits Post Malone against Tyla Yaweh and Machine Gun Kelly and will be available on November 18th."
Celebrity-lead programming like this lends itself to fan discussion, and by providing a way to view such within dedicated groups, that could be a better way to spark further engagement and interaction, boosting the popularity of the content.