Instagram Expands TV App with Longer Videos, Series, and Live Shows to Rival Streaming Services
Instagram is testing longer-form, episodic, and live content on its TV app, aiming to compete with Netflix and Amazon Prime Video.
New Formats for Instagram TV App
Instagram has announced plans to expand its TV app by introducing longer videos, multi-episode series, and live broadcasts. This move signals the social network’s ambition to compete not only with TikTok and YouTube but also with streaming giants like Netflix and Amazon Prime Video.
The TV app, launched last year, is now also being rolled out to Samsung TVs. Previously, it was available on Amazon Fire and Google TV devices.
New Features
The app is introducing channels tailored to users’ interests, making it easier to find content to watch together with family or friends, whether it’s comedy, sports, or specific creators.
A dedicated section for horizontal videos is being tested, making it easier to view content on TV. Users can now cast Reels or content from their Saved tab directly from their phone to the TV. The TV app now also supports viewing other users’ Stories – previously, only Reels were available natively.
These changes are part of Instagram’s strategy to capture viewers in the living room, in addition to its existing mobile audience.
