Instagram Expands TV App to Samsung Smart TVs in the U.S.

Instagram is doubling down on its connected TV strategy with a major expansion of its TV app to Samsung Smart TVs in the U.S. The platform is also testing several new viewing features designed specifically for television screens, according to an official announcement tracked by like.tg.

Expanded Device Availability

The rollout to Samsung Smart TVs means Instagram's TV app is now accessible on most connected TV devices in the U.S. This follows the platform's December 2025 launch of a revamped TV app for Amazon Fire devices, which took design cues from YouTube's successful TV interface.

New TV-Optimized Features

Instagram is introducing several experimental features for TV viewing:

• Personalized channels curating content for individual users
• Stories adapted for TV screens in vertical format
• Dedicated horizontal video section optimized for widescreen displays
• Mobile-to-TV sharing allowing users to send Reels directly from phones to television screens

Strategic Shift Toward Long-Form Content

The platform is working with creators to develop content specifically for TV viewing, including:

• Episodic series
• Long-form video projects
• Enhanced livestream capabilities with interactive elements

Market Context

Instagram's push into connected TV comes as YouTube reports 15% of all U.S. Shorts consumption now occurs via TV screens. With Reels driving most of Instagram's recent growth in user engagement, the platform appears to be following YouTube's successful CTV playbook.

However, Instagram faces challenges in convincing users to adopt TV viewing. The company previously discontinued its IGTV app after a four-year trial period that failed to gain significant traction. Industry analysts suggest the timing may now be better aligned with shifting viewer habits toward short-form content on larger screens.

Future Potential

If successful, Instagram's TV expansion could unlock new advertising opportunities through:

• Premium ad placements in long-form content
• Sponsorship integrations for episodic programming
• Interactive ad formats during livestreams

The platform's ability to attract both viewers and advertisers to its TV offering will depend on creator adoption and whether it can differentiate itself from established CTV players like YouTube. Like.tg will continue monitoring Instagram's TV strategy as these new features roll out through 2026.