After testing the feature with a select few users, Facebook has now rolled out "Watch" - a redesigned video platform for creators and publishers - to every US citizen who uses the social media platform.
According to a report in Tech Crunch on Tuesday, Watch will be available on Facebook's native mobile apps, desktop site and TV apps. Users in the US will now see the TV icon in the mobile navigation bar and desktop site bookmarks.
Facebook is offering a range of different options for discovering video content, including programmes and sections like Today's Spotlight, New This Week, Popular Now, What Friends Are Watching, Most Talked About, Suggested For You, and a special 10 Minutes Or More spot for long-form videos.
For now, Facebook is primarily highlighting reality shows, which partners are producing en masse since they are cheap, don't require set scripts and can be watched piece-meal, the report said.
The social media giant debuted with Business Insider's lifestyle shows - The Great Cheese Hunt and It's Cool, But Does It Really Work?.
News and issues publisher Attn premiered We Need to Talk and Health Hacks starring Jessica Alba last week.
Meanwhile, food video giant Tastemade debuted with four shows, including Safe Deposit, Struggle Meals, Food to Die For and Kitchen Little, over the next week.
The social media giant last year launched Video tab in the US which offered a predictable place to find videos on Facebook.