Instagram is diving into the world of longer-form content and live streaming with its TV app, aiming to capture more users' eyeballs in the living room. The platform has launched a series of features, including episodic series and live broadcasts, as part of an effort to compete with established streaming services like Netflix.

The new developments follow Meta’s testing of a “Series” feature on Reels, which aims to make serialized content more accessible. Instagram is now rolling out its TV app to Samsung TVs and enhancing it with channels tailored to specific interests, making it easier for families to enjoy videos together.

Users can cast their content directly from their phones to the TV, and a dedicated section for horizontal videos lays the groundwork for future living room viewing experiences. With these advancements, Instagram is positioning itself as a serious contender in the crowded market of streaming services, competing with giants like Amazon Prime Video and Netflix.