Instagram has launched a TV app that brings Reels and longer-form video content to television platforms [1].

This move signals a strategic shift for the company as it attempts to transition from a mobile-first experience to a living-room entertainment hub. By introducing episodic and live formats, Instagram is positioning itself to compete directly with established streaming giants.

The app expanded to Samsung Smart TVs in the U.S. on June 22, 2026 [2]. This follows a limited test launch on Amazon Fire TV devices that began in December 2025 [3]. The expansion aims to let users view short-form Reels on a larger screen, moving the social experience beyond the handheld device.

Beyond short-form content, the TV app will support longer-form episodic series and live formats [4]. This structural change allows the platform to challenge the dominance of services like Netflix and Disney+ [4]. However, the company is not pursuing all types of live broadcasting.

"We're exploring building a TV app as part of a deeper push into video, but we're not interested in licensing live sports or other content," Adam Mosseri said [5].

An Instagram spokesperson said that the goal is to bring the Instagram experience to the living room [6]. While the platform is integrating live formats into the TV experience, the distinction remains between user-generated live content and the high-cost licensing of professional sports leagues.

The rollout reflects a broader trend of social media platforms attempting to capture "lean-back" viewing time. By moving into the TV ecosystem, Instagram can diversify its ad inventory and increase the time users spend engaging with its video ecosystem [1].

“Instagram's TV app will support longer‑form episodic series and live formats, positioning it against Netflix and Disney+.”

Instagram's entry into the TV market represents an attempt to capture a larger share of the home entertainment sector. By pivoting toward episodic and longer-form content, the company is evolving from a social networking site into a legitimate media distributor, though its refusal to license sports suggests it will rely on creator-led content rather than traditional broadcast models.