Instagram’s push beyond the smartphone screen is continuing. The platform’s Instagram for TV app is now available on Samsung TVs in the US.
The app first launched on Amazon Fire TV devices in December. Then it arrived on Google TV earlier this year. Now Samsung TV owners can join in too. This gives them a way to browse Instagram content from the comfort of the sofa rather than hunching over a phone.
At its core, Instagram for TV is built around Reels. These are organised into themed channels covering topics such as music, sports, travel and more. The idea is to make content easier to watch with friends and family. This turns what is typically a solo scrolling experience into something that works better on a shared screen.
Samsung TV users can also view Stories from friends and creators through the app. This expands it beyond the short-form videos that have become Instagram’s main focus in recent years.
Instagram isn’t stopping there, either. The company is currently testing several new TV-focused features designed to make sharing content easier.
One of the more useful additions is the ability to cast Reels directly from a smartphone to a TV. Users can also send videos from the Saved tab to the bigger screen. While the existing app relies on curated channels, casting could make it far easier to share specific videos you’ve stumbled across during the day.
Instagram is also experimenting with a dedicated section for horizontal videos, giving larger-screen content a more natural home. While most Instagram videos are designed for vertical viewing, this could help surface clips that are better suited to TVs and computers.
The move hints at Instagram’s longer-term ambitions for the living room. The company says it’s exploring long-form videos, episodic content, and even livestreams designed specifically for TV viewing.
That’s a notable shift for a platform that built its reputation on photos and, later, short-form video. While Instagram for TV isn’t about to replace Netflix anytime soon, it does suggest Meta sees an opportunity to make its content more social. Moreover, it makes content more accessible beyond the smartphone.
For Samsung TV owners in the US, that starts today with a much larger screen for Reels, Stories and whatever Instagram decides to bring next.
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