Instagram looks to take on streaming services with longer-form, episodic and live formats for its TV app

Instagram is exploring new formats in an apparent effort to bring its platform to more TV users. The social network, which launched a TV app last year, says it’s going to experiment with longer-form content, episodic series, and Live TV.

Instagram said it is exploring ways to bring longer-form videos, content spanning multiple episodes, and live creator experiences to its TV app. This follows news earlier this month that Meta is testing a new “Series” feature for Reels that’s designed to make it easier to keep up with serialized content on Instagram and Facebook.

While Instagram has long been competing with TikTok and YouTube, the social network is now coming for streaming services like Netflix and Amazon Prime Video as it sets its ambitions on capturing eyes in the living room in addition to everywhere else.

Instagram also said its TV app is being rolled out to Samsung TVs. The app is already available on Amazon Fire and Google TVs.

Additionally, the TV app is getting several features, including channels, the ability to cast from your phone, and support for horizontal videos and stories.

When users open up the app, they will see channels tailored to the creators and topics they are interested in. The company claims that channels make it easier to find videos people can enjoy together, whether that’s comedy, sports, or specific creators.

The company is also testing a dedicated section for horizontal videos, making it easier to watch content on TV. This format will lay the groundwork for Instagram’s living room viewing ambitions.

Users can now also cast Reels, or content from their Saved tab, directly from their phone to their TV. Additionally, you can now check out other users’ Stories within the TV app, which previously only let you watch Reels natively.