Instagram wants a spot on the biggest screen in the house, not just the phone in your hand.
Meta said Instagram for TV is now available on Samsung Smart TVs in the US, covering 2020 model year TVs and newer. The company said the app is already on Amazon Fire TV and Google TV, putting Instagram across what it described as the majority of connected TV devices in the country.
“Today, we’re expanding Instagram for TV to Samsung TVs across the US and testing new features that help people connect around what they’re watching,” Meta said.
The update takes a format built around quick swipes and small screens into a more shared setting. Meta said people are using Instagram for TV with friends and family, passing the remote and swapping recommendations in real time.
The company is testing interest-based channels for topics such as comedy, sports and creators. It is also adding ways to cast Reels from a phone to a TV, with casting available now on Google TV and Fire TV, including from the Saved tab.
Stories are also being tested for TV viewing, along with a dedicated space for horizontal video. That last move gives creators another reason to think beyond vertical posts, especially if their clips are meant to be watched from a couch rather than during a commute. They are also exploring longer creator videos, episodic series and Live on TV, with those formats expected to begin rolling out soon.
The company framed the push as an experiment in social viewing. Instagram is still built around the phone, but the living room is now part of the feed.
