Instagram Brings Its TV App to Samsung Smart TVs in the US
Instagram launched its dedicated TV app on Samsung Smart TVs across the United States on Monday.
The rollout of the "Instagram for TV" app covers models from 2020 and newer, expanding the service that started as a test on Amazon Fire TV devices in December 2025 and later reached Google TV in February 2026.
Meta made the app available through Samsung's app store for compatible TVs.
Users can now watch Reels on the big screen without relying on phone mirroring or casting in many cases.
The app supports multiple accounts on the same TV for shared viewing.
Instagram organized content into channels based on interests such as comedy, sports, and travel. This setup aims to help groups decide what to watch together.
The company also added the ability to cast Reels and Stories from a phone to the TV on supported platforms.
Stories appear on the large screen, and the app tests a section for horizontal videos optimized for television displays.
"Today, we’re expanding Instagram for TV to Samsung TVs across the US and testing new features that help people connect around what they’re watching," Meta stated in its announcement.
The company continues to develop the app based on user feedback from earlier tests.
Instagram explores longer-form creator content, episodic series, and live broadcasts suited for living room viewing. These formats seek to build on existing mobile habits while adapting to group watching.
Meta's move targets the connected TV space where people already spend time with streaming services and watch their favorite videos on a wide screen.
Instagram competes in short-form video with platforms like TikTok and YouTube, but the TV app positions it for more shared experiences at home.
The app remains limited to the US for now, with plans for further expansion to other countries and devices.
Samsung users download the app directly on their TVs.
It pulls personalized Reels and allows users to pick up where they left off.
Early feedback on social media highlighted convenience for family viewing but also raised questions about timing amid other platform priorities.
Instagram VP of product Tessa Lyons described television as the next frontier for the app in related coverage.
The expansion gives Meta access to a large portion of US connected TV devices through the three major platforms.
This new Instagram app for TVs does not focus on posting or full social features at launch.
It centers on consumption of Reels and Stories in a format designed for passive group viewing rather than individual scrolling.
Meta said it will keep refining the experience with input from creators and users.
This rollout represents an exciting new chapter in Meta's quest to elevate Instagram from the palm of your hand to the heart of your living room!
The company shut down its earlier IGTV long-form effort in 2022 but now invests in TV-specific video formats.
Samsung Smart TV owners in the US can search for the Instagram app in their TV's app store to get it for free, and binge-watch Instagram reels on their TV screens.
The service requires an Instagram account and works with existing logins.
