Meta expands Instagram for TV to Samsung smart TVs

Meta has expanded its Instagram for TV app to Samsung smart televisions in the United States, a move that now makes the platform available on the majority of connected TV devices in the country. The company announced the expansion on Monday, June 22, 2026, alongside a suite of new features and experiments aimed at capturing viewer attention in the living room.

The Samsung rollout covers TV models from 2020 and newer. Instagram for TV first launched on Amazon Fire TV devices in December 2025 and expanded to Google TV in February 2026. With this latest expansion, the app is now accessible across the three largest connected TV platforms in the U.S. market.

Significantly, Meta is using the expansion to test several new formats for the big screen. The company said it is exploring longer-form creator content, episodic series that build suspense across multiple episodes, and live creator broadcasts on TV. These experiments represent a strategic push beyond short-form Reels, which have been the app's primary content. The company is also testing a dedicated section for horizontal videos, acknowledging that vertical phone content does not always translate well to a large television display.