Instagram is exploring new content formats as it looks to expand its reach among TV audiences. The social media platform, which launched a dedicated TV app last year, is testing features that support longer-form videos, episodic programming, and live television-style experiences.

The company said it is evaluating ways to bring extended video content, multi-episode series, and live creator broadcasts to its TV app.

The move comes shortly after Meta revealed it was testing a new “Series” feature for Reels, aimed at making it easier for users to follow serialized content across Instagram and Facebook.

While Instagram has traditionally competed with TikTok and YouTube for online video audiences, the platform is now setting its sights on the streaming market, positioning itself to rival services such as Netflix and Amazon Prime Video as it seeks to attract viewers on television screens as well as mobile devices.

The company also announced that its TV app is expanding to Samsung smart TVs, adding to its existing availability on Amazon Fire TV and Google TV platforms.

The move is part of Instagram’s broader strategy to strengthen its presence in living rooms and grow engagement beyond smartphones.

The Instagram TV app is also receiving a range of new features, including curated channels, phone-to-TV casting, and support for horizontal videos and Stories.

Upon opening the app, users will be presented with channels personalized to their interests, featuring content from their favorite creators and topics.

According to Instagram, these channels are designed to make it easier for households to discover and watch videos together, whether focused on comedy, sports, or individual creators.

In addition, the company is testing a dedicated section for horizontal videos, a move aimed at improving the viewing experience on larger screens. Instagram says the feature will help support its broader push into living room entertainment and TV-style content consumption.