Instagram is exploring new formats in an apparent effort to bring its platform to more TV users. The social network, which launched a TV app last year, says it is going to experiment with longer-form content, episodic series and live TV.
Instagram said it is exploring ways to bring longer-form videos, multi-episode content and live creator experiences to its TV app. This follows news earlier this month that Meta is testing a new “Series” feature for Reels designed to make it easier to follow serialized content on Instagram and Facebook.
While Instagram has long been competing with TikTok and YouTube, the social network is now coming after streaming services like Netflix and Amazon Prime Video as it tries to grab attention in the living room rather than anywhere else.
Instagram also said its TV app will be coming to Samsung TVs. The app is already available on Amazon Fire and Google TV.
In addition, the TV app gets a lot of features, such as channels, the ability to broadcast from your phone, and support for horizontal videos and stories.
When users open the app, they’ll see channels tailored to the creators and topics they’re interested in. The company claims that channels make it easy to find videos that people can enjoy together, whether it’s comedy, sports, or specific creators.
The company is also testing a dedicated section for horizontal videos, making it easier to watch content on TV. This format will set the stage for Instagram’s living room promotion ambitions.
Users can now cast Reels or content from the Saved tab directly from their phone to their TV. Additionally, you can now view other users’ Stories in the TV app, which previously only allowed you to watch Reels natively.
When you purchase through links in our articles, we may earn a small commission. This does not affect our editorial independence.
