Instagram is expanding its presence on televisions with a new testing phase focused on long-form content, episodic formats, and live experiences. The initiative is part of the evolution of its TV app, initially available on Amazon Fire TV and Google TV, and which will now also start reaching Samsung televisions.
The Meta-owned platform confirmed that it will experiment with new storytelling forms specifically designed for large screens. Features under test include longer videos, serialized stories, thematic channels, horizontal video support, live broadcasts, and the ability to cast content from phone to TV. The goal is to facilitate shared consumption experiences and expand opportunities for creators.
The company had already shown signs of this direction weeks ago with the testing of "Series," a tool that allows grouping Reels into organized episodes within a dedicated space on creators' profiles. Now, the movement extends to the TV screen with a proposal closer to the logic of streaming and home video consumption habits.
Tessa Lyons, Instagram's VP of Product, noted that television represents one of the next growth frontiers for the platform and an opportunity to connect audiences with creators in new ways. The company also seeks to foster serialized narrative formats and microdramas, a segment that has gained relevance in different markets.
From next+'s perspective, this move reflects how the lines between social networks, video platforms, and streaming services continue to blur. The battle for attention is migrating to every available screen, and creators are beginning to operate as true content networks. For brands and advertisers, this evolution opens new opportunities around CTV, audience monetization, and the construction of formats designed to accompany longer viewing sessions.