Instagram has launched its TV app on Samsung smart TVs in the US, expanding beyond earlier releases on Amazon Fire TV and Google TVs. The app lets users watch reels and stories on larger screens, grouping content into topic-based channels like music, sports, and travel for shared viewing experiences.

The app now supports Stories from friends and creators, with Instagram testing new features to improve shared viewing. One experimental tool allows casting reels from phones to TVs, while another creates a dedicated space for horizontal videos that work better on TV screens. These additions aim to make discovering and sharing Instagram content more social.

Instagram is developing longer-form videos, episodic series, and livestreams specifically for TV viewing. The company is collaborating with creators to design formats that work best on larger screens. This expansion positions Instagram to compete with traditional TV platforms as viewing habits shift toward mobile-first content on bigger displays.