Instagram is accelerating its push into the connected TV market. The Meta-owned social media platform expanded its TV app to Samsung Smart TVs in the US and is testing new features designed for larger screens.
The move marks Instagram’s latest effort to evolve beyond smartphone viewing and strengthen its position in the rapidly growing TV streaming ecosystem.
Instagram launched its TV app on Amazon Fire TV for the first time at the end of 2025 before introducing it on Google TV devices at the start of this year. With its launch on Samsung Smart TVs, Instagram's reach has expanded significantly.
The app largely revolves around Instagram’s Reels and video recommendations for users. Users can browse video content on their TV screens while maintaining Instagram's discovery-focused experience. The expansion of Instagram’s reach to Samsung users gives the platform one of the biggest bases of smart TV users.
Instagram is testing several features aimed at improving content discovery and engagement on TV. One of the most notable additions is phone-to-TV casting. The feature allows users to send Reels and other videos directly from their smartphones to television sets. Instagram is also experimenting with topic-based channels that group content around interests such as sports, comedy, travel, and entertainment.
Instagram has also been trying out creator content that is longer-form and episodic in nature. According to the company, the use of television sets provides opportunities for the creators to connect with audiences by using longer video content.
Meta has been working with some of the creators to find ways in which content that focuses on television can be used as an addition to the current mobile-first experience. Even live broadcasts, which can be enjoyed from television sets, are under consideration. These additions would enable Instagram to attract viewers who are spending time on video platforms.
This is part of a larger trend in the industry where social media platforms have been trying to find ways to expand beyond mobile devices to reach users on additional screens.
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