Instagram is testing longform, episodic storytelling and expanding its TV features to reach viewers on larger screens, with a TV app now available on Samsung TVs and other platforms.

Launched in December 2025, the TV app supports casting Reels from mobile, channels by interest, and horizontal video tailored for TV screens.

Engagement metrics show Reels’ strong monetization potential, with a high annual run rate and increased time spent after ranking improvements, alongside growth in Facebook video consumption in early 2026.

The move targets the growing U.S. micro-drama market, estimated at about $1.3 billion, as Instagram evolves from short-form into episodic experiences to compete with YouTube and Netflix.

The initiative could challenge YouTube’s dominance in horizontal video, given YouTube’s strong TV viewing share and leadership in TV content among media firms.

Success hinges on execution, as TV audiences differ from mobile users; Meta must adapt formats for longer viewing sessions and integrate TV-style content with social features.

Connected TV advertising represents a major revenue opportunity, with advertiser intent higher for CTV; expanding Reels to TV screens opens new ad budgets.

Creators have already been sharing longer videos elsewhere, and microdrama formats are gaining traction with production houses and independent creators.

If successful, Instagram for TV could influence brands and markets like India, expanding revenue opportunities through deeper storytelling on TV-format content.

The rollout introduces casting Reels from mobile to TV and adds interest-based channels that organize Reels by genres like comedy and sports to streamline viewing.

Meta is positioning itself as a broader content-distribution platform, aiming to boost watch time, advertising inventory, and creator monetization opportunities against traditional streaming services.

The initiative centers on creators, offering episodic formats and live experiences to build loyalty and recurring viewership, with implications for monetization in the creator economy.