Instagram launched its Instagram for TV app last December, initially available for Amazon Fire TV in the US, with an extension to Google TV in February. Now, the app has expanded to Samsung TVs in the US for models from 2020 onwards.
In addition to expanding the app's availability, Instagram is testing new features aimed at enhancing the discovery, sharing, and enjoyment of content with friends and family.
This includes the organization of channels based on personal interests, such as comedy, sports, or favorite creators. Users can cast Reels and videos from their Saved tab directly from their phone to the TV, although this casting feature is currently limited to Google TV and Fire TV devices.
Additionally, viewers can watch Stories from their friends and creators on the TV. Instagram is also testing a dedicated section for horizontal videos, which will allow creators to reach audiences more effectively and deliver content tailored for the television screen.
Besides these new features, Instagram is investigating various formats specifically designed for living room viewing:
- Longer-form creator content: Exploring ways for creators to share more in-depth narratives and foster deeper connections with their audiences through extended video formats on TV.
- Episodic series: Investigating content that unfolds over multiple episodes, capitalizing on viewing patterns observed in the Instagram mobile app.
- Live on TV: Developing options to bring live creator experiences to television, creating new opportunities for joint viewing and participation.
Instagram aims to roll out these innovative formats in the near future.
