Instagram is bringing more social video to the living room with Samsung TV support, Reels casting, Stories on the big screen, and plans for longer-form content. Here’s what it means for independent artists.

Instagram is continuing to expand beyond mobile with a series of new updates for Instagram for TV, giving creators more opportunities to reach audiences on the biggest screen in the house.

The latest update brings the app to Samsung Smart TVs in the US, while introducing new ways for people to discover and watch content together. Alongside the expansion, the platform is also testing features including horizontal video, interest-based channels, and exploring longer-form creator content, episodic series, and live experiences built specifically for TV.

Instagram is making TV a more social experience

As Instagram explains in its announcement, the TV experience has been designed around how people naturally watch content together.

Rather than simply mirroring the mobile app, the platform is introducing features aimed at shared viewing in the living room.

These include:

  • Channels organised around different interests, making it easier to browse videos as a group.
  • The ability to cast Reels directly from your phone to compatible TVs, including content you’ve saved.
  • Stories displayed on the big screen so viewers can catch up with friends and creators together.
  • Support for Samsung Smart TVs, joining existing availability on Amazon Fire TV and Google TV devices.

The emphasis is clear: Instagram wants to make discovering and sharing videos a communal experience, not just something people do individually on their phones.

Bigger screens could mean bigger opportunities for creators

One of the most interesting parts of Instagram’s announcement isn’t what has launched today, it’s what could be coming next.

The company says it’s exploring new formats designed specifically for television, including longer-form creator videos, episodic content, and live broadcasts that audiences can watch together.

Instagram is also testing a dedicated home for horizontal videos, acknowledging that not every piece of content is designed for a vertical smartphone screen.

While these features are still being explored, they suggest Instagram is thinking beyond short-form scrolling and investing in content that keeps viewers engaged for longer.

For creators, that could open the door to richer storytelling and new ways to connect with audiences beyond 30-second clips.

What this means for independent artists

Music has always been central to Instagram, whether through Reels, Stories, or artist-led content. Now, as Instagram develops experiences for larger screens, artists have another opportunity to think about how their visual content can reach fans.

Although short-form videos remain one of the best ways to boost discovery, longer viewing experiences could become increasingly valuable as Instagram expands its TV offering.

Artists might consider creating content such as:

  • Behind-the-scenes studio sessions.
  • Tour diaries and travel vlogs.
  • Music video premieres.
  • Song breakdowns and creative process videos.
  • Mini documentary series around an upcoming release.

These formats already perform well across platforms like YouTube, and Instagram appears to be exploring similar opportunities within its own ecosystem.

Content batching for musicians: Create weeks of social media content in a day

Social platforms are becoming entertainment platforms

Instagram’s latest move reflects a wider shift happening across the digital landscape.

Platforms that were once focused primarily on social networking are increasingly competing for viewers’ attention alongside traditional streaming services.

We’ve already seen TikTok invest heavily in video discovery, YouTube dominate connected TV viewing, and streaming platforms experiment with more social features. Instagram’s continued investment in TV suggests it wants to play a bigger role in how people consume creator content at home.

For musicians, this means thinking about content as part of a broader release strategy rather than simply promoting a song with a handful of social posts.

Build a release strategy that reaches audiences everywhere

As social platforms continue evolving, having your music available wherever fans discover it becomes increasingly important.

Whether someone first hears about your latest release through an Instagram Reel, a Story, a TV viewing session, or another platform entirely, making your music easy to find across major streaming services helps turn discovery into streams.

With RouteNote, artists can distribute their music to Spotify, Apple Music, YouTube Music, Amazon Music, TikTok, Instagram, and many more platforms from a single upload, giving every release the best chance of reaching new listeners wherever they are.

As Instagram continues experimenting with bigger-screen experiences and new creator formats, artists who combine engaging video with a strong distribution strategy will be well positioned to take advantage of whatever comes next.

Distribute your music to Instagram and major platforms worldwide for free with RouteNote today!