Instagram looks to take on streaming services with longer-form, episodic and live formats for its TV app

Instagram launched an updated TV app on March 18, 2024, aiming to compete with streaming giants like Netflix and Amazon Prime Video by offering longer-form, episodic, and live content. The revamped app, available on platforms including Amazon Fire TV, Apple TV, and Google TV, will feature a more curated experience with dedicated sections for shows and creators. Instagram's parent company, Meta Platforms, is investing in this expansion to capture a larger share of the living room entertainment market. The platform will allow creators to upload videos up to 60 minutes long, a significant increase from its previous 15-minute limit for Reels. This move signals a strategic shift for Instagram, moving beyond short-form content to embrace more traditional television formats. The app will also integrate live streaming capabilities, enabling real-time broadcasts and interactive viewing experiences. This expansion into longer-form and live content is designed to increase user engagement and attract new audiences to the platform's television offering.