Instagram expands its connected TV app to Samsung Smart TVs in the U.S.
Instagram expanded its TV app to Samsung Smart TVs in the U.S., making the product available on the majority of connected TV devices in the country. Social Media Today reported that Instagram is also testing personalized channels, Stories for TV and horizontal video. Instagram launched its revamped TV app for Amazon Fire devices in December 2025 and expanded to more devices in February. The company is following YouTube's connected TV playbook as Reels remains a major driver of time spent. YouTube says Shorts viewing on TV now accounts for 15% of all U.S. Shorts consumption in its app.
THE BREAKDOWN
Creators should start treating vertical and horizontal deliverables as separate assets again. If Instagram builds a meaningful TV audience, brand briefs will need language for big-screen usage, lounge viewing and family-safe edits. Agents should not let CTV rights get folded into standard Reels usage without a premium. Brand managers should test whether creator content performs differently on TV, especially for entertainment, sports and beauty categories where passive viewing matters. The early winners will be creators who can package Reels, horizontal cuts and episodic formats from the same production day.
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