Instagram Expands to TV with New Formats and Features

Instagram is expanding its presence in the living room with the launch of its TV app on Samsung TVs in the US. The app, which was first launched on Amazon Fire TV devices in December and later rolled out to Google TVs in February, allows users to watch reels and stories on a bigger screen.

The TV app features a new format that groups reels into channels with different topics, such as music, sports, and travel. This makes it easier for users to find content to watch together with friends and family. The app also allows users to cast content from their phone to the TV, making it easier to share finds with others.

In addition to its existing features, Instagram is testing two new features designed to make discovering, sharing, and enjoying content easier with others. One of these features is a dedicated home for horizontal videos, which allows users to quickly find content that is better enjoyed on TVs and computers than phones. The other feature is a test for long-form videos, which will allow creators to make and post in-depth content on specific topics and stories.

Instagram's expansion into TV is part of its broader effort to compete with streaming services like Netflix and Amazon Prime Video. By offering longer-form content and new formats, Instagram aims to capture eyes in the living room and become a major player in the streaming market.