Instagram for TV arrives on Samsung smart TVs in the US

Meta is expanding its Instagram big-screen experience to a well-established TV brand in the US, namely Samsung. This comes just months after it first launched for Amazon Fire TVs (December 2025) and then rolled out to Google TVs in February.

Users can organize reels into topic-based or channel-specific collections, such as music, sports and travel, making it easier for groups of friends or family to watch content together. Furthermore, Stories can be watched directly on the TV.

In addition, Instagram is testing two new features. The first allows users to send Reels or videos from the saved collection directly to the TV, while the second adds a new section for horizontal videos, making widescreen-friendly content easier to find. Moreover, Instagram is exploring long-form video and live streaming for TV.

A permanent collaboration with content creators is crucial for the development of formats designed for the bigger screen experience. Hence, Instagram is clearly attempting to expand beyond the smartphone and establish itself as a legitimate living room entertainment platform.