Instagram Takes a Shot at Streaming Services with New Formats
Instagram is exploring ways to bring longer-form videos, content spanning multiple episodes, and live creator experiences to its TV app. This move is an apparent effort to bring its platform to more TV users, as the social network looks to capture eyes in the living room in addition to everywhere else.
A New Era for Instagram's TV App
Instagram has long been competing with TikTok and YouTube, but now it's setting its sights on streaming services like Netflix and Amazon Prime Video. The social network has announced that it's experimenting with new formats in an effort to make its TV app more appealing to users. This includes longer-form content, episodic series, and Live TV.
The company claims that channels make it easier to find videos people can enjoy together, whether that's comedy, sports, or specific creators.
- The TV app is being rolled out to Samsung TVs, joining existing availability on Amazon Fire and Google TVs.
- Users will see channels tailored to the creators and topics they're interested in, making it easier to find content to watch together.
- The app is also getting features like the ability to cast from your phone, support for horizontal videos and stories, and a dedicated section for horizontal videos.
Expanding its Reach
Instagram is testing a dedicated section for horizontal videos, making it easier to watch content on TV. This format will lay the groundwork for Instagram's living room viewing ambitions. Users can now also cast Reels, or content from their Saved tab, directly from their phone to their TV.
The company is also testing a new 'Series' feature for Reels that’s designed to make it easier to keep up with serialized content on Instagram and Facebook.
By expanding its TV app and introducing new formats, Instagram is taking a bold step into the world of streaming services. With its sights set on capturing living room viewers, the social network is looking to make its mark on the TV landscape.