Instagram is seeking to expand its presence beyond smartphones by developing its dedicated application for television sets, a move that could place it in direct competition with popular streaming services like Netflix and Amazon Prime Video.
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The platform announced that it is considering adding a range of new content formats, including long-form videos, multi-part episodic series, and live broadcasting via TV, in an attempt to attract users to view content on large screens at home, according to a TechCrunch report reviewed by Al-Arabiya Business.
This step follows recent reports revealing that Meta is testing a new feature called "Series" within Reels, aimed at making it easier to follow sequential content on Instagram and Facebook.
Through this feature, content creators can offer works divided into interconnected episodes, giving viewers a more organized experience similar to that found on traditional entertainment streaming platforms.
While Instagram has long focused on competing with TikTok and YouTube in the short-form video arena, its new direction indicates a grander ambition: capturing a share of viewing time inside living rooms—a domain currently dominated by streaming giants like Netflix and Amazon Prime Video.
It appears that Meta is betting on Instagram’s massive user base, alongside the popularity of content creators and influencers, to build an extended viewing experience that transcends traditional smartphone usage.
The company also announced the rollout of the Instagram TV app on Samsung smart TVs, joining previously supported platforms such as Amazon Fire TV and Google TV devices.
The app will receive a package of new features aimed at enhancing the co-viewing experience, most notably:
Dedicated channels based on users' interests and the content creators they follow.
The ability to cast content directly from a phone to the TV.
Support for horizontal videos.
Displaying Stories within the TV application.
Improved discovery of content suitable for group viewing, such as comedy, sports, and creator shows.
Upon launching the app, users will see suggested channels tailored to their interests, making it easier to find content to watch with family or friends.
Furthermore, Instagram is testing a section dedicated to horizontal videos, a significant shift for a platform historically famous for vertical content.
The company believes this video format represents an essential step toward enhancing the television viewing experience, as large screens are better suited for horizontal content similar to what traditional streaming platforms offer.
Users will also be able to cast Reels or content from their "Saved" section directly from their phones to TV sets.
Additionally, it is now possible to view other users' Stories via the TV app, whereas the application was previously limited to displaying Reels only.
These updates reflect Meta's strategy aimed at transforming Instagram from a platform reliant on quick mobile browsing into an all-in-one entertainment destination capable of engaging viewers for longer periods across various screen types.
Al-Arabiya
