Instagram TV App Now Available on Samsung Smart TVs in the U.S.
Instagram has announced the expansion of its Instagram for TV app to Samsung Smart TVs in the U.S., making the updated app available on most connected TV devices in the country. The platform is also testing new CTV features, including personalized channels, vertical Stories, and a dedicated space for horizontal videos, while working with creators on long-form experiments.
Instagram has announced an expansion of Instagram for TV to Samsung Smart TVs in the U.S. In addition, the platform is testing connected TV viewing features, including personalized channels, Stories for TV, and horizontal video.
According to Instagram, the expansion means its updated TV app is now available on the majority of connected TV devices in the U.S. The company launched its revamped TV app for Amazon Fire devices in December 2025, with the improved connected TV experience drawing cues from YouTube's TV app.
The strategic rationale is clear. Connected TV has been one of YouTube's fastest-growing usage segments, and Shorts viewing on TV now accounts for 15% of all U.S. Shorts consumption in YouTube's app.
The majority of Instagram's growth in time spent within its app has been driven by Reels consumption. Given the broader trend toward short-form viewing via CTV, Instagram sees an opportunity to build on this momentum. The company previously expanded access to its CTV app to more devices in February.
Whether users will embrace Instagram on TV as they have with YouTube remains uncertain. However, Instagram is clearly committed to this expansion and to exploring whether it can drive additional usage.
Beyond broader availability, Instagram is rolling out channels on Instagram TV, along with Stories presented in a vertical format on the big screen.
The platform is also testing a dedicated home for horizontal-format videos, which are better suited to full-screen TV viewing.
Instagram has also added the ability to send Reels from the mobile app to TVs, simplifying content sharing on the TV screen.
The platform is additionally working with creators on various experiments tailored to big-screen viewing, including long-form and episodic content.
Finally, Instagram is developing improved livestream viewing options for CTV, which should also facilitate in-broadcast interactions.
It remains to be seen whether Instagram users will want to scroll through the platform's videos on a TV screen. Instagram's past experiments with CTV viewing have not shown much promise, and its previous IGTV app was shut down after a four-year test run.
But perhaps now is the right time for IGTV to make a comeback. With Instagram encouraging creators toward longer-form mini-dramas and episodic approaches, there could be opportunity here—if the company can connect with the right audience.
And that could also lead to valuable new ad placement potential if Instagram can scale its TV app usage.