Instagram Expands TV App With Longer Videos and Live Content

Instagram is taking another step toward becoming a bigger player in home entertainment by introducing new video formats for its TV app. The platform is exploring longer videos, episodic content, and live creator broadcasts as it looks to attract viewers who prefer watching content on larger screens.

The move signals Instagram’s growing ambition to compete not only with short-video platforms such as TikTok and YouTube but also with streaming giants like Netflix and Amazon Prime Video. By expanding its TV experience, the company hopes to make Instagram a destination for living room entertainment as well as mobile viewing.

Instagram Tests Longer Videos and Episodic Content

Instagram announced that it is experimenting with several new content formats for its TV application. These include long-form videos, multi-episode series, and Live TV experiences featuring creators.

The announcement follows Meta’s recent testing of a new “Series” feature for Reels on both Instagram and Facebook. The feature is designed to help users easily follow content that is released in episodes, making it more convenient to keep track of ongoing creator series instead of watching individual standalone videos.

By supporting serialized content, Instagram aims to encourage creators to produce longer storytelling formats while giving viewers more reasons to return for future episodes.

A Bigger Push Into Living Room Entertainment

For years, Instagram has primarily focused on mobile users while competing with platforms such as TikTok and YouTube. However, the company’s latest strategy shows that it also wants to establish a presence on television screens.

The addition of longer content and live broadcasts reflects a broader effort to transform the TV app into a complete entertainment platform. Instead of limiting users to short Reels, Instagram is building an experience that supports extended viewing sessions, similar to traditional streaming services.

This shift could allow creators to reach audiences in new ways while giving users more viewing options without leaving the Instagram ecosystem.

Samsung TV Support and New Viewing Features

Instagram also confirmed that its TV app is expanding to Samsung TVs. Previously, the application was available on Amazon Fire TV and Google TV devices, and the latest rollout gives the platform access to an even larger audience.

Alongside the expansion, Instagram is introducing several new features designed specifically for TV viewing.

One of the biggest additions is personalized channels. When users launch the TV app, they will see channels curated around the creators and topics they follow or enjoy. According to Instagram, these channels are intended to make it easier for families and friends to discover videos they can watch together, whether the content focuses on comedy, sports, or favorite creators.

Horizontal Videos, Casting, and Stories Arrive

Instagram is also testing a dedicated section for horizontal videos, making widescreen content easier to watch on televisions. The company believes this format will play an important role as it continues to expand its living room viewing experience.

Another new feature allows users to cast Reels and videos from their Saved tab directly from their smartphones to their TV. This creates a smoother transition between mobile and television viewing.

In addition, the TV app now supports Instagram Stories. Previously, native viewing on the app was limited mainly to Reels, but users can now browse and watch Stories from other accounts directly on their television, bringing more of Instagram’s core experience to the big screen.

With these updates, Instagram is steadily evolving its TV app into a more complete entertainment platform, combining short-form videos, longer series, live content, and familiar social features in one place.

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