Instagram expands its TV app to capture viewers on the big screen

Instagram has rolled out a series of new features for its smart TV app, currently available on Amazon Fire TV, Google TV, and Samsung Smart TVs. The updates include vertical Reels, disappearing Stories, and horizontal videos with aspect ratios similar to YouTube. The company also plans to push long-form episodic content and TV-focused live creator experiences.

This move into the TV space differs from previous attempts to capture attention by copying competitors like TikTok, Snapchat, and Periscope. The new strategy relies on the idea that users want to watch Instagram content from their couches, not just on their phones.

While Instagram remains primarily a mobile app with 3 billion monthly users, the TV features aim for a more stationary, shared experience. For instance, casting Reels from phone to TV makes sense for group viewing. However, watching Stories on a widescreen looks awkward, and interacting via remote is less intuitive than touch swipes.

Instagram is also testing a dedicated section for widescreen content. The plan to develop long-form content and episodic series with creators signals that the company understands its TV app needs more than short clips.

Instagram's goal is to capture attention from YouTube and emerging microdrama platforms, whose revenue is estimated to reach $14 billion this year. With its massive user base, Instagram could become a hub for microdramas if creators produce such content.

Tessa Lyons, Meta's VP of product, said short-form content is an accessible way for creators to transition to longer stories. However, the TV app faces a tough challenge competing with YouTube's vast content library. Success will depend on creators producing polished, TV-specific series rather than simply porting mobile content.