Instagram for TV is expanding its rollout and introducing new features aimed at making video viewing more social on the television screen. Meta Platforms has announced availability on Samsung Smart TVs in the US along with ongoing tests for new shared viewing and discovery features.
Designed for shared viewing on TV
Meta positions Instagram for TV as a shared living room experience where people watch content together rather than individually on mobile devices. Users often view Reels with friends or family, switch between videos using a shared remote, and react to content in real time.
The platform is built to make this group-based viewing smoother by improving how content is discovered and shared within the same space.
Early learnings from TV usage
Since its launch last year, Meta has been studying how Instagram behaves on television screens. The focus has been on understanding how users interact differently compared to mobile usage.
Key priorities include improving shared discovery, enabling users to continue watching content more easily, and supporting group viewing experiences in the same room.
New features being tested
Meta is currently testing multiple features designed for TV viewing.
- Interest-based channels: Content is grouped into themed channels such as comedy, sports, and creator-focused sections to simplify discovery during group viewing.
- Reels casting from phone: Users can cast Reels directly from their smartphone to the TV in a few taps. This also includes videos saved by users, allowing easier sharing during group sessions.
- Stories on TV: Instagram Stories from friends and creators can be viewed directly on the television screen without switching to mobile devices.
- Horizontal video support: A dedicated section for horizontal videos is being tested to better support widescreen content and improve viewing on TV displays.
New content formats under exploration
Meta is exploring new formats designed specifically for television viewing:
- Longer-form creator videos for extended storytelling
- Episodic series structured across multiple parts based on viewing patterns on Instagram
- Live video experiences on TV for real-time engagement and shared viewing
These formats are still in early testing stages and may expand in future updates.
Creator involvement and platform evolution
Creators are actively involved in shaping how Instagram for TV develops. Meta is working with them to understand how long-form, episodic, and live content can be adapted for television audiences. The platform is still evolving, with Meta continuing to learn what works best for social video consumption on larger screens.
Availability
Instagram for TV is rolling out on Samsung Smart TVs in the US, supporting 2020 model year devices and newer. It is also available on Google TV and Amazon Fire TV devices.