Goal seeks to expand reach with Instagram tests for TV, challenging YouTube’s dominance in the format
Instagram has started testing a version of its application dedicated to smart televisions. Meta’s initiative aims to explore video formats already popular on platforms such as YouTube, including horizontal content, series and live broadcasts.
Initially, the availability of Instagram for TV will be focused on Samsung devices in the United States, covering Smart TV models manufactured from 2020 onwards. This expansion demonstrates Meta’s strategy of diversifying content consumption, targeting the ecosystem of connected televisions and screen time that was previously dominated by competitors.
The platform’s presence is not limited to Samsung, as the company has already confirmed that the application is accessible on other smart TV systems in the American market. Amazon Fire TV and Google TV users can also use Instagram on their devices, which significantly expands the reach of the social network in homes.
Collective experience and new formats for the big screen
Meta highlights that the television consumption experience is often shared, and therefore seeks to encourage group interaction. The company is implementing resources to facilitate the joint discovery of videos, the continuation of content started on the cell phone and the sharing of experiences between people in the same environment.
Among the new features being tested, Meta mentions the creation of thematic channels organized by interests. The objective is to simplify the choice of what to watch, grouping content by categories such as comedy, sports and creator productions, aiming to reduce the “dispute for remote control” and speed up selection.
The company is also exploring the possibility of bringing more Instagram features to the big screen, such as Stories. The idea is to allow users to follow publications from friends and content creators without needing to be gathered around a mobile device.
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Features that aim to rival YouTube
To bring the TV experience even closer, Meta confirmed tests of an area dedicated to horizontal videos in the application. The company seeks to optimize the consumption of content already adapted for larger screens and offer new opportunities for creators to reach a diverse audience in this format.
Planning includes exploring videos with extended lengths, allowing creators to develop more in-depth narratives. According to Meta, the intention is to strengthen connections with the audience through more elaborate stories when watched on television.
The company is also studying the introduction of episodic series and the broadcast of live events directly on TV. The format in chapters, distributed across multiple episodes, and the chance to watch live shows on a big screen aim to increase participation in real time, similar to the model adopted by YouTube.
Meta said it is collaborating with creators to determine best practices and content for the TV environment. The company acknowledges that it is still in the early stages of understanding social video in the living room and plans to introduce the new formats progressively.
