Instagram is expanding its TV app to Samsung TVs across the United States and is introducing new features aimed at enhancing shared viewing experiences. Whether users are catching up on videos from their preferred creators, enjoying funny reels with friends, or finding new content with family, Instagram for TV enables them to experience their favorite videos on a larger screen at home.
Since its launch last year, Instagram has gathered insights into how its platform can be optimized for TV viewing. The goal is to simplify the process of discovering videos with others, resuming content, and sharing the viewing experience with people present.
Now available on Samsung TVs
Starting today, Instagram for TV can be accessed on Samsung Smart TVs in the United States, including models from the year 2020 and newer. With its availability on Amazon Fire TV and Google TV, Instagram is now accessible on most connected TV devices across the country.
Designed for shared viewing
Feedback from users indicates that Instagram for TV is often enjoyed as a communal experience, with friends and family watching together, exchanging the remote, and discussing recommendations in real time. The new features being tested now are designed to enhance the discovery, sharing, and enjoyment of Instagram with nearby companions.
- Channels based on interests: These allow viewers to easily find videos that appeal to everyone in the room, whether it’s comedy, sports, or content from favorite creators.
- Reels casting: Users can share content directly from their phones to their TVs with a few taps, a feature available on Google TV and Fire TV that includes casting videos from the Saved tab.
- Stories on a large screen: Watch what friends and creators are posting without needing to gather around a small device.
- Horizontal video support: This feature provides a dedicated space for horizontal videos, offering creators expanded reach and enhancing the viewing experience for content made for TV screens.
Exploring new TV formats
Watching content on a TV is distinct from mobile viewing. Instagram is learning from its community and exploring new formats tailored for the living room, with plans to roll them out soon. These include:
- Longer-form content: Designed to allow creators to share more in-depth stories and engage more deeply with audiences through extended videos on TV.
- Episodic series: These series will unfold over multiple episodes, leveraging viewing patterns observed on the Instagram mobile app.
- Live TV experiences: Bringing live creator content to the TV screen provides opportunities for viewers to engage and participate together in real time.
Creators play a pivotal role in shaping Instagram for TV’s future. As Instagram explores longer-form, episodic, and live formats, it collaborates closely with creators to identify what functions effectively on TV and how these new experiences can enhance existing Instagram usage. Although Instagram for TV has made significant progress since the testing phase began, the company acknowledges it is still in the early stages of determining the nature of social video on TV. Instagram remains committed to learning from its user community and creating new avenues for connection through beloved content.