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

Instagram is making significant strides to broaden its reach within the television audience by piloting new content formats. Following the launch of its TV app last year, the social media giant is set to introduce longer-form videos, episodic series, and live broadcasts. This initiative aims to elevate user engagement on the platform, as Instagram seeks to cater to viewers who prefer consuming content in a more traditional TV style. In a recent announcement, Instagram confirmed that it is testing a new 'Series' feature for Reels. This feature is designed to streamline the experience of following serialized content across Instagram and Facebook. With this move, Instagram is not only vying for attention against platforms like TikTok and YouTube but is also positioning itself as a competitor to established streaming services such as Netflix and Amazon Prime Video. Moreover, Instagram's TV app is expanding its availability to Samsung TVs, with existing access on Amazon Fire and Google TVs. Users can expect a range of new features, including curated channels that align with their interests, enabling a more tailored viewing experience. These channels will encompass various genres, from comedy to sports, and highlight specific creators, making it easier for users to find content they enjoy collectively. Additionally, the app will enhance its functionality by allowing users to cast Reels or content from their Saved tab directly to their TVs. A dedicated section for horizontal videos is also in the works, simplifying the viewing experience on larger screens. This evolution in the TV app is poised to establish a strong foundation for Instagram's ambitions of capturing viewer attention in living rooms across the globe. Now, users can also explore other users' Stories within the TV app, expanding the options beyond just watching Reels. With these developments, Instagram is clearly setting its sights on becoming a formidable player in the streaming landscape.