Instagram to test longform, episodic videos on TV app
Instagram is experimenting with new content to watch on its TV app.
The Meta app announced in a blog post that it's exploring new formats for the TV version, including longer-form content from creators, episodic series, and livestreams.
"Watching on TV is different from watching on a phone," Instagram said. "As we continue to learn from our community, we're exploring more formats built for the living room and hope to start rolling them out soon."
These changes are currently limited to the Instagram for TV app on Samsung smart TVs in the US. In the app, you can cast Reels from your phone, watch Stories on a big screen, and organize videos you watch based on channels.
The push for the traditional formats comes as Instagram noticed that creators use the app to plug long-form content, which is hosted on different platforms. Instagram's VP of Product Tessa Lyons added that this move is also due to the rising popularity of microdramas.
"Today, a lot of them (microdramas) are produced by production houses and that's cool and there's going to be a role for that. 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," she told the Hollywood Reporter.
Instagram for TV launched in December 2025, bringing reels from creators to the big screen, so users can watch with their loved ones.
The app is currently available for certain smart TV models in the US.
Earlier in June, Instagram finally allowed users to reorder their grid. It also launched Instants, an app for sharing daily moments, and Instagram Plus, a subscription tier unlocking perks like viewing a Story anonymously, extending a Story's expiration, and giving "Superlikes."