Instagram expands to Samsung Smart TV

06/22/26
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Instagram Expands TV App to Samsung Smart TVs with New Viewing Features

Instagram has expanded its TV app to Samsung Smart TVs in the U.S., broadening access across connected TV devices. The platform is testing personalized channels, Stories for TV, and a dedicated space for horizontal videos to enhance big screen viewing. Instagram is also enabling users to send Reels from mobile to TV and exploring long-form and episodic content designed for TV audiences. This move aims to capitalize on growing short-form video consumption trends on connected TVs and boost user engagement.

Optimixed’s Overview: Instagram Innovates Connected TV Experience with Expanded Features on Samsung Smart TVs

Expansion to Samsung Smart TVs and Enhanced Viewing Options

Instagram has broadened its connected TV footprint by launching its revamped TV app on Samsung Smart TVs across the U.S., complementing its existing availability on Amazon Fire devices. This strategic expansion positions Instagram’s app on the majority of connected TV platforms, aiming to capture the increasing audience that consumes short-form content on large screens.

New Features Tailored for the Big Screen

  • Personalized Channels: Customized content feeds to enhance user engagement on TV.
  • Stories for TV: Vertical format Stories optimized for immersive big screen viewing.
  • Horizontal Video Hub: A dedicated area for widescreen videos that better suit television displays.
  • Reels Casting: Ability to send Reels directly from the mobile app to connected TVs for seamless content sharing.

Focus on Creator-Driven, Long-Form Content and Interactive Livestreams

Instagram is collaborating with creators to experiment with long-form and episodic content formats designed specifically for TV consumption, potentially revitalizing the IGTV concept. Additionally, the platform is enhancing livestream viewing experiences on connected TVs by introducing features that support in-broadcast interactions, aiming to deepen viewer engagement.

Strategic Implications and Future Outlook

While Instagram’s previous connected TV initiatives, including IGTV, saw limited success, the current expansion aligns with broader trends of growing short-form video consumption on TVs, as evidenced by platforms like YouTube. If Instagram can successfully engage users on TV, it may unlock new advertising opportunities and significantly increase time spent on the platform across devices.