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Meta Platforms has announced the expansion of Instagram for TV with support for Samsung Smart TVs in the United States, while also introducing a range of new discovery and shared viewing features designed specifically for larger screens.
Unlike the traditional mobile Instagram experience, Instagram for TV is designed around shared viewing in living rooms, allowing friends and family members to watch Reels, Stories, and creator content together on a television. Meta says users frequently gather around a TV to browse content collectively, pass around the remote, and react to videos in real time, making social video consumption a more communal experience.
Focus on Shared Viewing Experiences
Since launching Instagram for TV last year, Meta has been studying how users interact with Instagram content on televisions compared to smartphones. According to the company, TV viewing habits differ significantly from mobile usage, with a stronger emphasis on content discovery, group engagement, and longer viewing sessions.
As a result, Meta is prioritizing features that make content easier to discover, share, and continue watching in a shared environment.
New Features Being Tested
Meta is currently testing several new features designed specifically for television viewing.
One of the biggest additions is interest-based channels, which organize content into themed categories such as comedy, sports, and creator-focused sections. The goal is to make it easier for groups to discover content without constantly searching for individual creators or videos.
Another feature under testing is Reels casting from smartphones, allowing users to instantly send Reels from their phones to the television. The feature also supports saved videos, making it easier to share favorite content during group viewing sessions.
Instagram is also experimenting with Stories on TV, enabling users to view Stories from friends and creators directly on a television screen without needing to switch back to a mobile device.
To better utilize larger displays, Meta is testing horizontal video support, introducing a dedicated section for widescreen content that is more suited to television viewing.
New Content Formats Under Exploration
Beyond discovery improvements, Meta is also exploring new content formats tailored specifically for television audiences.
The company is experimenting with:
- Longer-form creator videos
- Episodic content structured across multiple parts
- Live video experiences optimized for television viewing
Meta says these formats are still in the early stages of development and may evolve further based on user feedback and viewing patterns.
Creators Helping Shape the Platform
Meta notes that creators are actively involved in the development process. The company is working closely with creators to better understand how long-form videos, episodic storytelling, and live content can be adapted for television audiences while maintaining Instagram’s social-first identity.
The expansion reflects Meta’s broader efforts to position Instagram beyond short-form mobile viewing and explore new ways people consume content across different screens.
Availability
Instagram for TV is rolling out on Samsung Smart TVs (2020 models and newer) in the United States. The app is also available on Google TV devices and Amazon Fire TV devices. Meta says additional features and content formats will continue to be tested and refined as the platform evolves.
