Observed Signal · Jun 25, 2026 · Platform Expansion · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Instagram Tests Horizontal Video on TVs
Instagram has begun testing widescreen, horizontal video experiences on televisions as it expands its TV application to Samsung devices. Meta is also experimenting with features that let users cast mobile Reels to TV, positioning the mobile-first social platform to pursue connected‑TV ad revenue within an estimated $81 billion CTV market. The move is part of a broader convergence where streaming services are adopting mobile-first vertical formats while social platforms adapt to living‑room viewing, blurring historical boundaries between social apps and premium streaming. Media buyers may see platform overlap as both legacy networks and tech companies compete for the same consumer attention and brand advertising budgets.
A major social platform (Meta/Instagram) is expanding into Connected TV, creating new CTV ad inventory and increasing competition between streaming services and social platforms for living‑room ad dollars; this could shift media-buying strategies and ad budgets.
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Key Takeaways & Evidence Grounding
- Instagram expanded its television application to Samsung devices, according to an Instagram blog post.
- Meta is testing features that allow users to cast mobile Reels directly to television screens.
- Instagram said television represents "the next frontier" for the platform (quote attributed to Tessa Lyons).
- The article cites an $81 billion connected TV advertising market as the opportunity Instagram is pursuing.
- Streaming services (Disney Plus, Netflix, Peacock) have added mobile-first features; Peacock recently introduced a vertical video format.
Connected Companies & Entities
6 Entities mapped“Meta is also testing features that allow users to cast mobile Reels directly to television screens....”
“Instagram announced the expansion of its television application to Samsung devices, positioning the mobile-first platform to chase connected...”
“Networks like Disney Plus, Netflix and Peacock have expanded their mobile features to keep users engaged throughout the day....”
“Networks like Disney Plus, Netflix and Peacock have expanded their mobile features to keep users engaged throughout the day....”
“Peacock recently introduced its own vertical video format alongside short unscripted series to reach daily smartphone users and tap into the...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instagram expands TV app with Channels and horizontal video
Meta is expanding "Instagram for TV" to more platforms — including Samsung smart TVs in the U.S. — and adding features designed for shared, big‑screen viewing. The update introduces 'Channels' to surface videos that groups can watch together, makes it easier to cast Reels from a phone to the TV, adds a dedicated area for horizontal videos, and signals experimentation with longer-form, episodic and live content made for televisions. Meta frames the move as a response to YouTube's dominance on the big screen and says it is still in an experimental phase learning how social video should look on TV. The changes aim to help creators reach TV audiences with content formatted and structured for horizontal, multi‑viewer experiences.
Instagram Expands TV App with Episodic, Long-Form and Live
Instagram is expanding its TV app to support longer-form video, episodic series and live creator experiences as it pushes to reach more living-room viewers. The app, which launched last year, is being rolled out to Samsung TVs and is already available on Amazon Fire and Google TVs. New TV-app features include channels curated to users’ creator and topic interests, the ability to cast Reels and saved content from phones, support for horizontal videos, and Stories viewing inside the TV app. The move follows Meta testing a “Series” feature for Reels to make serialized content easier to follow, and signals Instagram’s intent to compete more directly with streaming services for TV attention.
Instagram for TV Comes to Google Users
Instagram is testing a new TV-focused experience called Instagram for TV, bringing Reels to living room screens. The rollout begins in the United States via Amazon Fire TV, with a dedicated Instagram for TV section and a television-style experience that sorts Reels by interest channels (sports, new music, travel). Users can log in with up to five accounts, or set up a dedicated Instagram for TV account, and control the experience from a smartphone. The interface includes channel-based navigation, creator search, auto-play with sound, and features like Shared Feeds and improved feed sharing. Meta CEO Mark Zuckerberg cited Reels' annual run rate at over $50 billion, and the company envisions broader reach and, later, TV ads and shopping ads in the TV context. YouTube is a primary competitor; Nielsen notes YouTube is used more on TV in the US than mobile. The test is US-only for now, with plans to expand to more devices and countries. Reels currently underpins a large portion of Instagram and Facebook usage time (over 50%).
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