Instagram is moving beyond smartphones and laptops, launching on Samsung Smart TVs across the United States. The rollout brings Reels, Stories, and creator content into the living room. It marks Meta’s biggest step yet toward big-screen social video.
The launch covers Samsung models from 2020 and newer in the US market. Samsung now joins Amazon Fire TV, which got the app in December 2025, and Google TV, added in February 2026. With Samsung on board, Instagram reaches most connected TV devices in the country.
The move fits Meta’s broader effort to grow video consumption on Instagram. It pits the app more directly against TV-friendly rivals like YouTube and TikTok. By extending to smart TVs, Meta hopes to make watching Reels a shared, immersive experience.
Alongside the launch, Instagram is testing new features built for larger displays. Channels organize Reels by interest, including comedy, sports, music, and trending content. Users can also cast Reels from their phone straight to the TV. Stories now play on the big screen too, ending the crowd around one phone.
Instagram is also testing a dedicated home for horizontal video. The format acknowledges that vertical phone content does not always suit a wide screen. Meta is exploring longer formats as well, including episodic series and Live on TV.
The push reflects a growing blur between traditional television and online video. More users now consume creator content on connected TVs every year. Platforms are adapting their apps for bigger screens and longer viewing sessions.
For creators and advertisers, the expansion opens new chances to reach home audiences. It could lift engagement with video-first content across Instagram’s ecosystem. Connected TV advertising also offers Meta a growing revenue stream. The bet places Reels on the same screen where people already watch Netflix and YouTube.
