Instagram is looking to acquire streaming services in longer-form, episodic and live formats for its TV app

Instagram is exploring new formats in an apparent attempt to bring its platform to more TV users. The social network, which launched a TV app last year, says it will trial longer-form content, episodic series and live TV.

Instagram said it is exploring ways to bring longer videos, content that spans multiple episodes, and live creator experiences to its TV app. This follows news earlier this month that Meta is testing a new “Series” feature for Reels that is designed to make it easier to follow serialized content on Instagram and Facebook.

While Instagram has long competed with TikTok and YouTube, the social network is now coming to streaming services like Netflix and Amazon Prime Video as it sets out its ambitions to attract eyes in the living room as well as elsewhere.

Instagram also said that its TV app will be rolling out to Samsung TVs. The app is already available on Amazon Fire and Google TV devices.

Additionally, the TV app gets several features, including channels, the ability to stream from your phone, and support for horizontal videos and stories.

When users open the app, they’ll see channels tailored to the creators and topics they care about. The company claims that the channels make it easier to find videos that people can enjoy together, whether that’s comedy, sports, or specific creators.

The company is also testing a dedicated section for horizontal videos, which will make it easier to watch content on your TV. This format will lay the foundation for your living room Instagram viewing ambitions.

Users can now also cast Reels, or content from their saved tab, directly from their phones to their TVs. Additionally, you can now view other users’ Stories within the TV app, which previously only allowed you to watch Reels locally.