Instagram expands video viewing capabilities to television platforms

Meta is evolving Instagram from a photo-sharing social network into an entertainment-focused platform. A key part of this strategy involves bringing video content to larger screens. Following experimental phases on Amazon Fire TV, Google TV, and Samsung Smart TVs, a dedicated Instagram app has launched on Apple TV.

This expansion aims to provide a television-like viewing experience for Reels and creator content. The move follows industry trends showing increased use of televisions for web-based content, such as YouTube, which captured 15.8 percent of total TV viewing time in the United States according to a Nielsen study.

In addition to hardware expansion, the platform is exploring new content formats to further its entertainment goals.