Instagram Expands Instagram For TV To Samsung Smart TVs

A person holds a phone displaying the Instagram logo in Knurow, Poland, on April 20, 2025. (Photo Illustration by Klaudia Radecka/NurPhoto via Getty Images)

Instagram launched Instagram for TV in late 2025. This year, Instagram continues its investment in TV by expanding to Samsung TVs in the US. By being available on Samsung TVs, Instagram is now an option for a majority of the connected TV devices in America. Today, you can find Instagram TV on:

Samsung Smart TVs (2020 models or newer)

In a recent blog post, Instagram said Instagram for TV is a collective experience with friends and family. The main ways users can engage with Instagram for TV at home are by:

Casting Reels from your phone: This feature is available on Google TV and Fire TV. You can send Reels directly from your phone to your TV.

View Stories on TV: You can see what your favorite creators, friends, and family are up to.

Horizontal video: Instagram shared that they're testing a specific location for horizontal videos.

Channels organized by interests: Like traditional television, Instagram has created channels to make it easy to find videos based on interests like sports, comedy, or creators.

Where Do Creators Fit Into Instagram For TV's Plan?

Instagram shared that other priorities for TV include longer-form, episodic storytelling, and live formats. The social media app is working closely with creators to experiment and learn what works best on TV.

Instagram also shared, "Our focus is not on asking creators to make "TV content." It is about creating more opportunities for the content they are already making to reach people in different contexts and learning alongside creators as we continue to evolve the experience.

What Are Other Social Media Apps Doing With TV?

The most dominant platform, outperforming media companies like Disney, Netflix, and Paramount, is YouTube. According to Nielsen, YouTube leads in the most time spent watching television. As of May 2026, YouTube is still the dominant social media and media distributor.

While TikTok is still primarily consumed on mobile devices, TikTok shared that users can cast TikTok to a TV. TikTok is also partnering with Disney to enable TikTok videos to be streamed on Disney+. According to Reuters, users will be able to see a curated selection of videos both on TikTok and Disney+. While Nielsen doesn't have an exact breakout of Amazon from Twitch, Amazon Prime Video represents about 4% of TV, which includes Twitch.

This article was originally published on Forbes.com