Instagram is enhancing its TV application by introducing longer-form videos, episodic series, and live content, aiming to capture a share of the living room audience traditionally dominated by streaming services like Netflix and Amazon Prime Video.
Initially launched last year, Instagram’s TV app is now expanding its reach by becoming available on Samsung TVs, in addition to its existing presence on Amazon Fire and Google TVs. This broader availability is part of Instagram’s strategy to make its content more accessible on larger screens.
To improve user experience, the TV app is introducing several new features. Users will now encounter channels tailored to their interests, facilitating the discovery of content in genres such as comedy, sports, and specific creators. Additionally, the app is testing a dedicated section for horizontal videos, optimizing content for TV viewing. Users can also cast Reels or content from their Saved tab directly from their phones to their TVs, and view other users’ Stories within the TV app.
These developments follow Meta’s recent testing of a ‘Series’ feature for Reels on Instagram and Facebook, designed to help creators organize episodic content and make it easier for users to follow ongoing video stories. This feature allows creators to group both new and existing Reels into a single series, with each Reel serving as an episode within a larger collection, accessible from a dedicated hub on the creator’s profile.
Instagram’s move into longer-form and live content on its TV app signifies a strategic shift to compete more directly with established streaming services. By leveraging its vast user base and integrating features that encourage longer viewing sessions, Instagram aims to position itself as a versatile platform for both short-form and extended video content. This expansion could attract a broader audience and offer creators new avenues for engagement and monetization.
