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INSTAGRAM EXPANDS TV APP TO CAPTURE LIVING ROOM TIME

INDUSTRY DESK1 MIN READ
FRI, JUN 26, 2026

■ AI-SUMMARIZED FROM 1 SOURCE ▸ TIMELINE

Instagram launched new features for its smart TV app this week, including vertical Reels, disappearing Stories, and horizontal videos. The expansion targets Amazon Fire TV, Google TV, and Samsung Smart TVs.

The social media platform is aggressively pushing users toward larger screens in their homes. Instagram for TV now supports multiple video formats to match viewing habits across devices—vertical Reels for mobile-style content, horizontal videos comparable to YouTube, and Stories that disappear after 24 hours. The feature set reflects Instagram's strategy to extend user engagement beyond phones. By adapting content formats to TV viewing, the platform aims to capture leisure time traditionally spent with other streaming services. Instagram plans additional pushes to drive adoption, though specific details remain limited. The rollout comes as Meta continues expanding its video offerings across platforms, competing with TikTok, YouTube, and traditional streaming services for audience attention and ad revenue.

■ SOURCES

The Verge

■ SUMMARY WRITTEN BY AI FROM THE LINKS ABOVE

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