Instagram is pushing far beyond its short-form roots as it experiments with turning its platform into a more TV-like experience. The company says it is testing longer videos, episodic series, and live programming on its TV app as part of a wider effort to attract viewers who prefer watching content on bigger screens. This marks a clear shift from its traditional focus on Reels and short clips, signaling an ambition to become a serious player in the home entertainment space.
The move builds on earlier efforts from Meta, including a new “Series” feature for Reels that helps organize content into episodes so users can follow stories in a more structured way. By expanding this idea into its TV app, Instagram is trying to make creator content feel closer to traditional streaming shows while still keeping the social element that defines the platform.
At the same time, Instagram is widening its competition. While it has long gone head-to-head with TikTok and YouTube in the short-form video space, it is now also positioning itself against streaming giants like Netflix and Amazon Prime Video. The goal is to capture attention not only on mobile devices but also in living rooms, where longer viewing sessions are more common and competition for screen time is even more intense.
The Instagram TV app is already available on Amazon Fire TV and Google TV, and is now rolling out to Samsung smart TVs, expanding its reach across major smart TV ecosystems. Inside the app, users are introduced to “channels” that group content based on creators and interests, making it easier to discover videos around topics like sports, comedy, or specific influencers. These channels are designed to encourage shared viewing experiences, turning Instagram into something that can be watched together rather than just individually scrolled.
Instagram is also improving the way content feels on the big screen by testing a dedicated section for horizontal videos, better suited for TV viewing. In addition, users can cast Reels and saved content directly from their phones to their televisions, creating a smoother connection between mobile and TV experiences. Stories are also being added to the TV app, expanding what was previously a Reels-only experience and making the platform more complete for longer viewing sessions.
Altogether, these updates show Instagram shifting from a purely mobile, fast-scroll social platform into something closer to a hybrid entertainment service. Instead of just competing for attention in seconds, it is now aiming for minutes and even hours, positioning itself directly in the same space as traditional streaming platforms.
