Instagram TV app arrives on Samsung smart TVs in the US
Key Takeaways
- Instagram's TV app is now available on Samsung smart TVs in the US, following December's Fire TV launch and February's Google TV rollout
- New features in testing include Reels casting from phones and a dedicated hub for horizontal videos
- Instagram is developing long-form episodic content and livestream support specifically for TV viewing
Instagram's TV app launched on Samsung smart TVs in the US on June 22, letting users watch Reels and Stories on the biggest screen in the house. The rollout makes Samsung the third major TV platform to get the app, following Amazon Fire TV in December 2025 and Google TV in February 2026.
The app organizes Reels into topic-based channels covering music, sports, travel, and other categories. The idea is simple: when you're watching with friends or family, you can pick something everyone wants to see rather than scrolling through your personal feed.
What features does the Instagram TV app offer?
Beyond the channel-based Reels browser, the app now supports Stories from friends and creators. This brings Instagram's ephemeral content format to the living room for the first time.
Instagram is also testing two features that address the app's current limitations. The first lets you cast Reels from your phone or videos from your Saved tab directly to the TV. That solves an obvious problem: the TV app's channels show curated content, but you probably have specific videos you want to share. Casting bridges that gap.
The second test feature creates a dedicated section for horizontal videos. Most Reels are shot vertically for phone viewing, but some creators already produce horizontal content. Grouping these videos makes it easier to find clips that actually look good on a widescreen display.
Long-form and live video are coming
Instagram signaled that short clips are just the start. The company said it's exploring ways for creators to make and post long-form videos for deeper coverage of topics. It's also working on episodic series designed specifically for TV viewing.
Livestreams are heading to TVs too. Instagram didn't give a timeline, but the company said it's "working closely with creators to understand what works best on TV and how these experiences can complement the ways people already use Instagram."
This is a meaningful shift. Instagram built its identity on mobile-first, scroll-while-you-wait content. Moving to the TV means competing with YouTube, TikTok's own TV app, and traditional streaming services for lean-back attention.
Why the living room matters for Instagram
The numbers explain Meta's interest. Reels generate 140 billion daily plays across Instagram and Facebook, and roughly 45% of time spent on Instagram now goes to Reels content. But phone screens limit how many people can watch together. TVs turn a solo scroll into group entertainment.
There are about 115 million smart TV households in the US. Each one represents potential watch time that Instagram currently loses to Netflix, YouTube, or TikTok's big-screen app. The channel format, which groups content by interest rather than by creator, positions Reels as passive entertainment. You pick a channel and let it play, much like cable TV.
For creators, the implications are significant. Long-form and episodic formats could mean a new content category entirely separate from the quick hits that define Instagram today. Whether the platform's audience wants that kind of content from Instagram creators remains an open question.
How to get Instagram on your Samsung TV
The app should be available in Samsung's app store for US users. Download it, log into your Instagram account, and you're set. The channel-based interface differs from the phone app, so expect a learning curve if you're used to the standard feed.
The casting features are still in testing, so they may not appear immediately. Instagram typically rolls out experimental features gradually before a wider release.
Frequently Asked Questions
Which Samsung TVs support the Instagram app?
Instagram hasn't specified model requirements, but the app should be available on Samsung smart TVs that run Tizen OS and have access to Samsung's app store. Check the app store on your TV to confirm availability.
Can I post to Instagram from my TV?
No. The TV app is view-only, designed for watching Reels and Stories. Posting still requires the mobile app.
Is Instagram TV available outside the US?
The Samsung rollout is currently US-only. International availability hasn't been announced, though the app is already on Fire TV and Google TV in some markets.
Will Instagram TV show ads?
Instagram hasn't detailed its ad strategy for the TV app, but given that Reels on mobile already include ads, expect advertising to appear on TV as well.
Logicity's Take
Instagram's TV push is less about competing with streaming services and more about capturing attention that Meta currently loses when users put down their phones. The channel format is the real play here. It trains users to treat Instagram like background entertainment rather than active scrolling. If that habit sticks, Instagram gets watch time without requiring the constant engagement that makes social apps feel exhausting. The long-form and episodic content is a bet that creators will follow the audience to a new format, but that's far from guaranteed. YouTube took years to make living room viewing a significant part of its business.
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Source: Engadget
Huma Shazia
Senior AI & Tech Writer
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