Instagram Tests Horizontal Video, TV Stories, and Episodic Content

Instagram is expanding its ambitions beyond mobile screens, testing a suite of new features designed for television viewing. The Meta-owned platform is experimenting with horizontal videos, episodic series, and live streaming experiences tailored for the TV format, signaling a significant push into the living room.

Starting Monday, June 22, 2026, Instagram began testing horizontal video support within its "Instagram for TV" application. This move allows users to consume Instagram content directly on their televisions. The company is also preparing to roll out longer-form storytelling formats and episodic series in collaboration with creators. The launch coincides with the availability of "Instagram for TV" on Samsung TVs, significantly broadening its reach after initial releases on Amazon Fire TV and Google TV.

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Instagram is about connecting people through creativity. We help creators find their audience and continue to evolve how we meet their needs. I truly think television is the next frontier for us.

Tessa Lyons, vice president of product at Instagram, highlighted television as the next frontier for growth, aiming to connect creators with larger audiences. "Instagram is about connecting people through creativity. We help creators find their audience and continue to evolve how we meet their needs. I truly think television is the next frontier for us," Lyons told The Hollywood Reporter. The platform is also enabling users to watch "Stories" on TV and cast Reels from their phones.

Lyons explained that these TV-focused features emerged after observing creators using Instagram to promote longer videos hosted on other platforms. Instagram also noted a rise in "microdramas", serialized stories divided into short, one-to-three-minute episodes. "A lot of microdramas are being produced by production houses right now, and that's great. There will always be a role for that. But we also see a very interesting opportunity for creators to make work in this format," she said.

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A lot of microdramas are being produced by production houses right now, and that's great. There will always be a role for that. But we also see a very interesting opportunity for creators to make work in this format.