This week, Instagram launched a series of new features for its smart TV app that are all designed to get people to spend more time on the platform through the biggest screens in their homes. In addition to vertical Reels, Instagram for TV โ which is currently available for Amazon Fire TV, Google TV, and Samsung Smart TVs โ users can now watch disappearing Stories and horizontal videos with aspect ratios similar to what you typically see on YouTube. And soon, Instagram will make a big push for longform, episodic content and TV-focused โlive creator experiences.โ
This foray into the TV space feels very different from the Meta-owned companyโs previous attempts to capture more of our attention by adding functionalities borrowed from competitors like TikTok, Snapchat, and Periscope (RIP.) Itโs all contingent on the idea that people want to sit on their couches to watch Instagram content that they would typically consume on their phones.
The fact that we take our phones with us basically everywhere means that Instagram is always just a few taps away. The inherent portability of phone-based Instagram is arguably the biggest reason why the platform has managed to hit 3 billion monthly users. Scrolling through Instagramโs discovery page is something to do while youโre bored and already swiping through your phone. Itโs easy to fire the app up and send videos to friends while youโre commuting, waiting for an elevator, or using the bathroom. But Instagramโs latest pivot is geared toward a more stationary experience thatโs meant to be shared with people in the same room. This is a big bet.
Instagram says that community feedback is what inspired it to roll out the TV appโs new features. Some of them โ like being able to cast Reels from your phone to your TV โ make a certain amount of sense. If someone wants to share a funny video with a group, itโd be easier to throw it up onto a larger screen instead of having everyone cluster around a phone….