Instagram expands TV app to Samsung devices

Instagram is officially rolling out its TV app to Samsung smart televisions. Alongside this hardware expansion, the platform is exploring new formats in an apparent effort to bring its service to more television users. The social network, which launched its dedicated TV app last year, plans to experiment with longer-form videos, episodic series, and live creator experiences. This exploration of serialized content follows news earlier this month that parent company Meta is testing a new “Series” feature for Reels, which is designed to make it easier for users to follow episodic content across both Instagram and Facebook.

The expansion onto Samsung devices builds on the TV app’s existing availability on Amazon Fire and Google TV platforms. By broadening its hardware footprint and introducing features optimized for larger screens, Instagram is positioning itself to compete directly with established streaming services like Netflix and Amazon Prime Video. While the social network has long competed against mobile-first platforms like TikTok and YouTube, these updates represent a concerted effort to capture consumer attention in the living room alongside traditional streaming media. The move marks a shift as the platform strives to capture eyes in the living room in addition to mobile screens.

To support this transition, the TV app is receiving several feature updates designed to mimic traditional television viewing. The platform is introducing channels tailored to specific creators and topics, such as comedy or sports. According to the company, these channels are designed to make it easier for users to find videos they can watch together. Instagram is also testing a dedicated section for horizontal videos to better fit television screens, which the company states will lay the groundwork for its broader living room viewing ambitions. This horizontal format represents a departure from the vertical-first design that has defined the platform’s mobile interface.

Additionally, the update introduces casting—a technology to stream content from a mobile device to a TV. This feature allows users to cast Reels or videos from their Saved tab directly from their smartphones to their television screens. Users can also now view other users’ Stories natively within the TV app, which previously only permitted users to watch Reels. Together, these updates aim to bridge the gap between Instagram’s mobile-first origins and the shared viewing experience of the living room.

Why it matters

Instagram is aggressively moving into the living room, evolving from a mobile-first social app into a direct competitor for the attention currently held by dedicated streaming platforms. By optimizing for television screens and testing episodic formats, the platform is challenging the traditional boundaries between social media and streaming entertainment.