On Monday, the Instagram TV app pushed beyond short-form scrolling in the living room: a Samsung TV rollout, horizontal video testing, Stories support, phone casting, and experiments with longer-form, episodic, and live creator formats all point to one shift: Instagram wants TV time, not just phone time.
XOOMAR Intelligence
Instagram is exploring longer-form videos, content spanning multiple episodes, and live creator experiences for its TV app, according to TechCrunch. The app, launched last year, is already available on Amazon Fire and Google TV, and is now rolling out to Samsung TVs.
That timing matters. Earlier this month, Meta began testing a new “Series” feature for Reels designed to make serialized content easier to follow on Instagram and Facebook. The TV update now gives that same logic a larger screen. Serialized social video is being pulled out of the feed and placed in a setting where viewers expect longer sessions.
This is the real competitive angle. Instagram is not suddenly becoming Netflix or Amazon Prime Video in premium scripted entertainment. The nearer threat is more specific: Instagram can turn creators, social recommendations, live moments, and repeatable short episodes into TV-native programming without starting from a studio-first model.
For readers tracking Amazon beyond Prime Video, XOOMAR has separately covered how Amazon shows up across tech and markets in Retail Data War Pits Amazon Against Walmart for Ad Cash and SpaceX Valuation Rockets Past Amazon in $2.7T Frenzy. In this story, Amazon appears in two concrete ways: Prime Video is named as a streaming service Instagram is moving against, and Fire TV already carries Instagram’s TV app.
The Samsung TV launch changes the practical scale of the experiment. TechCrunch reports that Instagram’s TV app is being rolled out to Samsung TVs after already landing on Amazon Fire and Google TV. TheWrap adds that the expansion includes Samsung Smart TVs in the U.S., including 2020 model year TVs and newer.
The product changes are not cosmetic. Instagram is adding:
The important product decision is horizontal video. Reels were built for phones. TV is not forgiving to vertical leftovers. A dedicated horizontal section signals Instagram understands the living room is a different format, not merely a larger phone display.
Tessa Lyons, Instagram vice president of product, framed the shift directly in The Hollywood Reporter:
“And I really think that TV is in so many ways the next frontier of that for us.”
That line matters because it positions TV as a creator distribution problem, not just an entertainment catalog problem.
The supplied reporting does not say Instagram is launching new TV ad products, mid-roll units, connected-TV buying tools, or creator sponsorship packages tied to the new formats. That boundary matters. Any claim that Instagram has a defined TV ad strategy would go beyond the evidence.
Still, XOOMAR analysis: longer-form, episodic, and live formats create business options that short Reels do not. A creator series can build repeat viewing. A live creator event can create appointment behavior. A horizontal show can feel more natural on a shared screen. Those are preconditions for higher-value media formats if Meta chooses to commercialize them later.
The distinction is simple:
| Format | Confirmed by sources | XOOMAR analysis based on confirmed facts |
|---|---|---|
| Reels on TV | Already supported in the TV app | Good for casual viewing, but still rooted in phone-era behavior |
| Stories on TV | Newly available in the TV app | Extends familiar Instagram habits into shared viewing |
| Horizontal video | Being tested in a dedicated section | Makes Instagram content less awkward on television screens |
| Episodic series | Instagram says it will experiment | Could train users to return for creator-led programming |
| Live creator experiences | Instagram says it will experiment | Could test whether social fandom becomes appointment viewing |
The short version: Instagram has not announced the monetization layer. It is building the viewing layer first.
The data in the supplied material supports a clear motivation: Meta is seeing video pull more time.
TheWrap reported that Reels has an annual run rate of $50 billion and saw a 10% bump in time spent during Meta’s first quarter after ranking improvements on Instagram. It also reported that video consumption on Facebook increased over 8% globally, the largest quarter-over-quarter gain in four years, and 9% in the U.S. and Canada.
Those numbers do not prove the Instagram TV app will work. They do explain why Meta is testing the living room now. If ranking changes can move time spent on mobile, the next question is whether recommendation-driven social video can stretch into longer, more relaxed viewing sessions.
Instagram’s advantage is not a Netflix-style content budget, based on the supplied reporting. It is distribution. Creators already have audiences. Users already have interests, follows, Saved content, and viewing signals. Channels tailored to creators and topics bring those signals into the TV app.
The challenge is equally clear. Television changes the tolerance level. A clip that works in a feed may not hold attention from across the room. Weak audio, rough pacing, and a format built for thumb-stopping can collapse on a couch.
Creators get the most obvious upside. The Hollywood Reporter says Instagram began reaching out this week to encourage creators to start producing episodic stories. Lyons also connected the push to microdramas, where stories are broken into one to three-minute serialized episodes.
“But we also think there’s an incredibly compelling opportunity for creators themselves to create in this format. And for a lot of the shortform content creators who are Instagram-native, it’s a very accessible way to get into telling longer and more episodic stories.”
That is the strongest creator thesis in the reporting. Instagram is not asking every creator to make a half-hour show. It is testing whether short-form creators can extend into serialized storytelling without leaving Instagram.
Viewers may want something different. On mobile, discovery can be chaotic and still entertaining. On TV, users often want easier choices, fewer interruptions, and content that works for more than one person in the room. Instagram’s channels feature addresses that directly by grouping videos around interests such as comedy, sports, or specific creators.
Streamers should pay attention, but the threat varies by company.
| Company or platform | Source-supported position in this story | Near-term pressure from Instagram |
|---|---|---|
| Netflix | Named as a streaming service Instagram is moving against | Competes for casual viewing time, not necessarily prestige drama yet |
| Amazon Prime Video | Named as a streaming rival, while Fire TV already has Instagram’s app | Faces Instagram both as content rival and living-room app neighbor |
| YouTube | THR says it became the most-watched video provider in the U.S. on TV in 2025 | The sharper comparison, since creator video already works on TV |
| TikTok | THR says TikTok has PineDrama and a deal with Issa Rae’s HOORAE | Competes in microdramas and creator-led serialized formats |
For a separate XOOMAR look at TikTok under political pressure, see Starmer Targets TikTok With UK Under-16 Social Media Ban. That is a different issue, but it shows why the major social platforms are no longer competing only inside app stores. Their reach now drags them into media, policy, and living-room behavior.
The supplied reporting does not provide enough detail to make a full historical claim about IGTV, so the safer point is narrower: Instagram has wrestled with long-video identity before, and this version has a clearer product trigger.
The TV app gives longer video a more natural home. The Series test gives serialized content a way to be followed. Horizontal video gives creators a format that fits television. Channels give viewers a lean-back entry point that does not depend on manually searching for a show.
That combination is more coherent than simply asking mobile users to watch longer videos in the same feed where they expect speed. The living room creates permission for a different pace.
The sharper comparison remains YouTube, not Netflix. THR reports that YouTube already bested streamers like Netflix and HBO Max in TV viewership, becoming the most-watched video provider in the U.S. on TV in 2025. Instagram’s most realistic first milestone is not beating premium streaming catalogs. It is proving that its creator graph can travel to the television screen.
The next decision point is execution. Instagram has the app distribution, the creator base, and the recommendation machinery. It now needs proof that people will open the Instagram TV app for something other than enlarged Reels.
Evidence that would support the thesis:
Evidence that would weaken it:
Instagram’s living-room bet is not that it can out-Netflix Netflix tomorrow. It is that the next layer of TV may come from creators who already won the feed. The Samsung rollout gives Meta a larger screen to test that idea. Now the content has to prove it belongs there.
| Category | Instagram TV App | Netflix / Amazon Prime Video |
|---|---|---|
| Content model | Creator-led videos, episodic formats, live experiences, and social recommendations | Studio-driven premium scripted and licensed entertainment |
| Viewing behavior | Expands Instagram from phone-based scrolling into TV sessions | Built around long-form living-room viewing |
| Distribution | Available on Amazon Fire and Google TV, now rolling out to Samsung TVs | Established across major TV platforms and devices |
Written by
Research and Editorial Desk
The XOOMAR Insights Team pairs automated research with human editorial judgment. We track hundreds of sources across technology, fintech, trading, SaaS, and cybersecurity, cross-check the facts, and explain what happened, why it matters, and what to watch next. We do not just rewrite headlines. Every article is fact-checked and scored for reliability before it goes live, and we link back to the original sources so you can verify anything yourself.
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