Instagram is accelerating its expansion into the living room. The Meta-owned social network, which launched a TV app last year, today announced new formats designed for big-screen viewing: longer videos, episodic series, and live experiences. The goal is clear: to compete with Netflix, Amazon Prime Video, and other streaming services for viewers' attention when they are on the couch.
Long-form and serialized content to rival streaming platforms
The main novelty is the introduction of extended-length videos and the ability to follow series in episodes within Instagram's TV app. This move follows earlier this month's announcement that Meta is testing a "Series" feature for Reels, designed to make it easier to keep up with serialized content on Instagram and Facebook. With these changes, Instagram is no longer just competing with TikTok and YouTube but is directly targeting streaming giants.
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TV app arrives on Samsung TVs and gains new features
The app, already available on Amazon Fire and Google TV, is now rolling out to Samsung televisions. New features include topic-based channels, casting from a phone, support for horizontal videos, and Stories. When users open the app, they see channels tailored to the creators and topics they follow. Meta claims that channels make it easier to find videos to enjoy together, whether comedy, sports, or specific creators.
Horizontal videos and casting for a living room experience
Instagram is also testing a dedicated section for horizontal videos, optimized for TV viewing. This format lays the groundwork for Instagram's living room ambitions. Users can now cast Reels or content from the Saved tab directly from their phone to the TV. Additionally, the TV app now supports viewing other users' Stories, a feature previously limited to native Reels.
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This strategy represents another step by Meta into the home entertainment market, already marked by internal tensions such as the revolt of AI engineers that raised questions about development priorities. For those already using streaming platforms, Instagram's arrival could offer a social alternative but also further fragment the landscape. Meanwhile, the living room hardware market remains hot: LG has slashed OLED TV prices by up to $800 to encourage purchases.
According to Wikipedia, Instagram has over 2 billion monthly active users. With the integration of long-form and live formats, the social network is poised to become a relevant player in the premium content market, directly challenging traditional streaming services.
