Instagram is widening its video strategy with a fresh focus on the television screen. The platform says it is testing longer-form videos, multi-episode content, and live creator experiences for its TV app as it works to make viewing feel more natural in the living room.
The move builds on Instagram's earlier TV app launch and reflects a broader shift in how people consume creator-led content. Alongside short clips, the company is now exploring formats that support serialized storytelling and real-time interaction, bringing the app closer to the experience offered by major streaming platforms.
The TV app is also being expanded to Samsung TVs, after already becoming available on Amazon Fire TV and Google TV. New features include curated channels based on creators and interests, phone-to-TV casting, and support for horizontal videos and Stories.
Instagram says the channel-based layout is designed to help users discover content they can enjoy together, from comedy and sports to specific creators. A dedicated area for horizontal videos is also being tested, signaling a stronger push toward full-screen television viewing.
With these updates, users can cast Reels or saved content from their phones to the TV and browse Stories directly in the app, extending Instagram's role beyond mobile-first entertainment. The platform's next stage appears focused on making creator content more flexible, social, and screen-agnostic.
This evolution could help shape a future where social video and home entertainment blend into a single, seamless viewing experience.
