Meta expands Instagram beyond the phone with new TV push

Meta is doubling down on its efforts to expand Instagram beyond the phone, bringing the app to more television screens while testing longer creator-led programming.

The rollout brings Instagram for TV to Samsung Smart TVs, adding to its existing availability on Amazon Fire and Google, and extending the app to most connected TV devices in the US.

Meta said Instagram for TV is designed around shared viewing, allowing people to watch creator content together on larger screens.

As part of the update, the company is testing several new features, including interest-based channels organised around topics such as comedy, sport and creators, the ability to cast Reels from a phone to a television, Stories on larger screens and horizontal video.

Meta said it is also exploring longer creator videos, episodic series and live creator experiences designed specifically for television.

"Instagram for TV has evolved significantly since we first began testing, but we're still in the early stages of understanding what social video looks like on TV," the company said.

As previously reported by The Daily Influence, Instagram first brought Reels to connected TVs in December, marking its initial move beyond mobile devices. 

While that launch focused on making existing creator videos available on television, the latest update suggests Meta is now experimenting with content and formats designed specifically for larger screens.

The move comes as platforms compete for viewing time beyond smartphones. YouTube has established itself as the largest streaming platform on US television screens, while Netflix has expanded its investment in creator-led programming through projects with creators including Jay Shetty, Sean Evans, Alix Earle and Alan Chikin Chow.