Meta has expanded Instagram’s TV experience to Samsung’s Smart TVs across the United States. The rollout covers 2020 Samsung TV models and newer, bringing Instagram’s content discovery features to the living room screen.
The update introduces channels organized around viewer interests, including comedy, sports and creator content, designed to help groups find videos to watch together rather than choosing individually. Instagram Stories are also available on the TV screen, letting users follow friends and creators without gathering around a phone.
Instagram is testing horizontal video as a dedicated format for TV screens. The company said the format responds to popular demand and gives creators additional ways to reach audiences on the bigger screen.
Samsung and Instagram said they are continuing to develop new formats for shared viewing, including episodic series, longer-form creator content and Live on TV, with plans to roll these out at a later date.
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