Instagram looks to take on streaming services with longer-form, episodic and live formats for its TV app

2026-06-22 · Source: TechCrunch · Field: Technology & Digital — Digital Media & Streaming, Content Creation & Production · Depth: Fundamental Awareness, quick

Summary

Instagram is expanding its TV application with new formats and features, aiming to attract more users and compete with established streaming services like Netflix and Amazon Prime Video. The social network plans to experiment with longer-form videos, episodic series, and Live TV experiences, building on Meta's recent "Series" feature test for Reels on Instagram and Facebook. Currently available on Amazon Fire and Google TV, the Instagram TV app is now rolling out to Samsung TVs. Key new features include personalized channels for creators and topics, a dedicated section for horizontal videos to enhance living room viewing, and the ability to cast Reels or saved content directly from a phone. Users can also now view other users' Stories within the TV app, which previously only supported Reels.

Key takeaway

For content creators aiming to expand their audience beyond mobile, Instagram's enhanced TV app presents a significant new distribution channel. You should consider producing longer-form, episodic, or horizontal video content to align with these new formats and leverage the app's casting and channel features. This shift indicates a growing opportunity to capture living room viewership and directly compete with traditional streaming platforms for engagement.

Key insights

Instagram's TV app is expanding with longer-form, episodic, and live content, plus new features, to challenge streaming services.

Principles

• Social platforms are extending into traditional streaming domains.
• Content serialization enhances user engagement on social media.
• TV app integration requires adapting content formats like horizontal video.

In practice

• Explore Instagram's TV app on Amazon Fire, Google TV, or Samsung TVs.
• Utilize new casting features for Reels and Saved content.
• Create horizontal video content for potential TV app visibility.

Topics

• Instagram TV App
• Streaming Competition
• Long-form Video
• Episodic Content
• Live TV
• Content Casting

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Editorial summary, takeaway, and curation by AIssential. Original article published by TechCrunch.