Instagram targets TV app with longer-form, episodic, and live content
▼ Summary
– Instagram is testing longer-form videos, episodic series, and live creator content for its TV app.
– The TV app is expanding to Samsung TVs, having already been available on Amazon Fire and Google TV.
– New TV app features include channels tailored to user interests, horizontal video support, and Stories viewing.
– Users can now cast Reels or content from their Saved tab from their phone to the TV app.
– Instagram is positioning its TV app to compete with streaming services like Netflix and Amazon Prime Video, not just TikTok and YouTube.
Instagram is making a strategic push into the living room, signaling a major shift in how it wants users to consume content. The social media giant, which already launched a dedicated TV app last year, is now experimenting with longer-form videos, episodic series, and Live TV experiences. This move suggests the platform is looking beyond short-form clips to compete directly with streaming heavyweights like Netflix and Amazon Prime Video.
The company confirmed it is actively exploring ways to bring serialized content and live creator programming to its television interface. This development arrives on the heels of Meta’s recent test of a new “Series” feature for Reels, designed to help audiences follow multi-part content across both Instagram and Facebook. By targeting the big screen, Instagram is positioning itself as a destination for couch-based viewing, not just mobile scrolling.
A key part of this expansion is the rollout of the Instagram TV app to Samsung TVs, adding to its existing availability on Amazon Fire TV and Google TV devices. The app is also receiving a suite of new features aimed at making it more engaging for a shared viewing experience. These include channels, the ability to cast from your phone, and support for horizontal videos and Stories.
Upon opening the app, users will see curated channels based on their favorite creators and topics, from comedy to sports. Instagram says these channels are designed to help people find content they can enjoy together, whether that means a specific creator’s series or a live event. The company is also testing a dedicated section for horizontal videos, a format that is far better suited for television screens than the vertical clips that dominate the mobile feed.
For those who prefer to start on their phone, the new casting feature allows users to send Reels or content from their Saved tab directly to the TV. Additionally, the TV app now supports viewing other users’ Stories, a feature previously limited to the mobile version. This update marks a clear step toward building a more comprehensive, TV-friendly ecosystem that blurs the lines between social media and traditional streaming entertainment.
(Source: TechCrunch)
