Instagram is exploring new formats in a clear push to bring its platform to more TV users. The social network, which launched a TV app last year, says it plans to experiment with longer-form content, episodic series, and live TV experiences.
The company confirmed it is exploring ways to bring longer videos, multi-episode series, and live creator experiences to its TV app. This follows reports from earlier this month that Meta is testing a new “Collection” feature for Reels, designed to make it easier to keep up with serialized content on Instagram and Facebook.
While Instagram has long competed with TikTok and YouTube, the social network is now setting its sights on streaming services like Netflix and Amazon Prime Video, aiming to capture viewers in the living room as well as everywhere else.
Instagram also announced that its TV app is rolling out to Samsung TVs. The app was already available on Amazon Fire TV and Google TV.
The TV app is also receiving several new features, including channels, the ability to cast from your phone, and support for horizontal videos and Stories.
When users open the app, they will see channels tailored to the creators and topics they are interested in. The company says these channels make it easier to find videos that people can enjoy together, whether that is comedy, sports, or specific creators.
Instagram is also testing a dedicated section for horizontal videos, making it simpler to watch content on TV. This format will lay the groundwork for the platform’s living room viewing ambitions.
Users can now also cast Reels or content from their Saved tab directly from their phone to their TV. Additionally, you can now view other users’ Stories within the TV app, which previously only allowed you to watch Reels natively.
