Instagram Expands TV Presence With Samsung Smart TV Launch and New Living Room Features
Instagram has expanded its TV presence by launching its app on Samsung Smart TVs and testing new features including interest-based channels, TV-friendly Stories and Reel casting capabilities.
SociapaHQ
Instagram is expanding its television presence by launching its TV app on Samsung Smart TVs and testing a range of new features designed specifically for larger screens as it looks to strengthen its position in the living room entertainment space.
The Meta-owned platform announced that its TV app is now available on Samsung Smart TV models launched in 2020 and newer. The rollout follows Instagram’s current availability on Amazon Fire TV and Google TV devices. So far, the Samsung rollout is limited to users in the United States.
The launch is also accompanied by new features Instagram is testing to help people discover content, and to foster co-viewing experiences on TV screens.
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TV-First Features:
Interest-based content channels are part of the updates, which organise videos into categories such as sports, comedy and creator content to make it easier for viewers to discover videos aligned with their interests. The platform is also trialling a feature that enables users to stream Reels, including saved collections, from their smartphones directly to Google TV and Fire TV devices.
Instagram is also bringing its Stories format to TV screens, and is testing a dedicated section for horizontal videos that better fit larger screens and traditional TV watching habits.
The company said the move reflects changing consumer behaviour, with television increasingly becoming a shared social viewing environment rather than a purely passive entertainment platform.
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Instagram said it plans to explore content formats specifically for TV audiences, including longer-form creator videos, multi-episode series and interactive live streams that can be collectively experienced in living rooms.
The company, which launched its TV app last year, said it will keep working closely with creators and users to improve the television viewing experience and to better tailor social video content for larger screens.
The launch highlights Meta’s broader effort to bring Instagram to more than just mobile devices, and to cement the platform as a place for both personal and shared viewing.
