Instagram is exploring new formats in an effort to bring its platform to more TV users. The social network, which launched a TV app last year, said it would experiment with long-form content, episodic series and live TV.
Instagram said it is exploring ways to bring long-form video, multi-episode content, and live creator experiences to its TV app. This follows news earlier this month that Meta was testing Reels’ new “Series” feature, designed to make it easier to follow serialized content across Instagram and Facebook.
Instagram has long competed with TikTok and YouTube, but now the social network is taking on streaming services like Netflix and Amazon Prime Video as it sets its ambitions to grab attention in living rooms as well as everywhere else.
Instagram has announced that its TV app is also coming to Samsung TVs. The app is already available on Amazon Fire and Google TV.
The TV app also adds several features, including channels, the ability to cast from your phone, horizontal video, and Stories support.
When users open the app, they’ll see channels matching the creators and topics they’re interested in. The company claims that channels make it easier for people to find videos they can enjoy together, whether it’s comedy, sports or specific creators.
The company is also testing a section dedicated to horizontal video to make it easier to watch content on TV. This format will lay the foundation for Instagram’s living room viewing ambitions.
Users can now also cast content or reels from the Save tab directly from their phone to their TV. You’ll also be able to check out other users’ stories within the TV app, where previously you could only watch Reels by default.
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