Instagram is bringing its TV app to Samsung's 2020 model televisions and newer in the United States, marking the latest expansion beyond its initial Amazon Fire TV launch in December. The social platform first rolled out Instagram for TV on Fire devices before extending support to Google TV in February, and now Samsung TVs join the lineup for American users.

The updated app introduces several new capabilities aimed at improving the living room experience. Users can organize Channels around their interests—whether comedy, sports, or favorite creators—and cast Reels or Saved videos directly from their phones to compatible televisions. However, the casting feature remains limited to Google TV and Fire TV devices, leaving Samsung users without this functionality initially.

Instagram is also testing a dedicated space for horizontal video content, recognizing that traditional vertical mobile formats don't translate well to larger screens. The company is exploring longer-form creator videos, episodic series that unfold across multiple episodes, and live streaming capabilities designed specifically for television viewing.

This push into the living room represents Instagram's attempt to compete with TikTok and YouTube on larger displays, where users increasingly consume content together rather than individually on phones. The expansion could reshape how creators approach content strategy for different screen formats.