Instagram is expanding its ambitions beyond mobile devices by introducing new video formats for its TV app, including longer-form content, episodic series, and live broadcasts.
The move signals Meta’s growing interest in competing not only with TikTok and YouTube but also with streaming platforms such as Netflix and Prime Video. Instagram says it is exploring ways to bring creator-focused entertainment to larger screens while making content easier to consume in a living room environment.
The company is also rolling out its TV app to Samsung smart TVs, expanding availability beyond Amazon Fire TV and Google TV devices.
Several new features are arriving as part of the update. Users will gain access to personalized content channels, support for horizontal videos, phone-to-TV casting, and the ability to view Instagram Stories directly on television.
Instagram recently began testing serialized content features across Reels, making it easier for creators to publish multi-part video content and keep audiences engaged across episodes. The TV app expansion appears to be a natural extension of that strategy.
As short-form video platforms continue evolving, Instagram is positioning itself as a destination for both quick entertainment and longer creator-led experiences.
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