Instagram has broadened its reach into living rooms across the United States. The platform recently expanded its updated TV app to Samsung Smart TVs, a move that puts Instagram on the majority of connected television devices in the country. Alongside this rollout, the company has started testing several new features built specifically for the big screen.
Takeaways 🚀
✅Instagram expands to Samsung Smart TVs
✅Available on most U.S. connected TVs
✅New viewing features now testing
✅Reels and Stories reach televisions
✅Platform targets broader home viewing
A Steady Push Onto the Big Screen
The Samsung launch is the latest step in Instagram’s connected TV strategy. The platform first introduced its revamped TV app for Amazon Fire devices in December 2025. Earlier in 2026, it widened access to Google TV devices as well. With Samsung now added to the list, Instagram’s app reaches most major smart TV brands available to American viewers.
According to Social Media Today, which reported on the expansion in an article published June 22, 2026 by Andrew Hutchinson, the updated app takes design cues from YouTube’s TV experience. That comparison is no accident. Connected TV has become one of YouTube’s fastest-growing usage areas, and short-form Shorts viewing now accounts for roughly 15% of all U.S. Shorts consumption within YouTube’s app.
Why Instagram Is Betting on TV
Much of Instagram’s recent growth in time spent on the app comes from Reels, its short-form video format. As more people watch short clips on their televisions, Instagram appears to see a clear opening to follow that trend. The company has signaled a firm commitment to the expansion, even though it remains uncertain whether users will embrace scrolling through Instagram on a TV the way many have with YouTube.
It’s worth noting that Instagram has tried connected TV viewing before. Its earlier IGTV app was shut down after a four-year run, and past CTV experiments showed limited success. Whether the timing is better now is still an open question.
New Features in Testing
The Samsung rollout comes with a set of viewing features that Instagram is currently testing. These include:
- Personalized channels on Instagram TV, organizing content for viewers
- Stories for TV, presented in vertical format on the larger screen
- Horizontal video, with a dedicated home for clips better suited to full-screen viewing
- Send Reels to TV, allowing users to push content from the mobile app to their television
Instagram is also developing improved livestream viewing options for connected TV, which could support in-broadcast interactions during live events.
Working With Creators
Beyond the technical features, Instagram is collaborating with creators on content formats designed for big-screen viewing. This includes long-form videos and episodic series, such as mini-dramas. By encouraging creators to explore these longer formats, the platform hopes to find an audience that wants to settle in and watch, rather than quickly scroll.
If Instagram can grow its TV app usage, it may also open up valuable new advertising placements over time.
Looking Ahead
The expansion to Samsung Smart TVs marks a significant milestone for Instagram’s presence on connected television. The platform now sits on most major smart TV devices in the U.S., backed by a growing slate of features and creator partnerships. Still, the central question remains: will viewers choose to watch Instagram on their TVs? The coming months of testing should offer a clearer picture.
