Instagram launches TV app, betting on vertical videos for the big screen

Instagram released a dedicated smart TV app this week, aiming to expand its ecosystem into the living room. The new app is now available to Amazon Fire TV and Google TV users. The initiative is part of a broader strategy to retain user attention for longer periods, shifting content consumption—previously restricted to mobile phones—into the living room.

Among the main features of the TV version is the display of Reels, which maintain the social network's signature vertical format. This adaptation represents a shift in short-form video consumption habits, moving into spaces traditionally dominated by horizontal, long-form productions. The move reflects a broader trend among major tech companies competing for consumer screen time across different devices.

Instagram's arrival on smart TVs comes amid intense competition for engagement in the streaming and video market. Established platforms like YouTube have also been adjusting their strategies to accommodate both short-form content creators and long-form video producers. The intersection of these approaches points to a convergence in how audiovisual content is distributed and consumed.

By bringing its endless scrolling format to the television, Meta—Instagram's parent company—seeks to create new monetization and ad viewing opportunities. The expansion into the smart TV space allows the platform to position itself not just as a smartphone app for social interaction, but also as a continuous audiovisual entertainment destination. The move reinforces the ongoing battle among big tech companies for audience attention across every available screen.