Instagram is also introducing the ability to cast Reels from a smartphone directly to a television. The feature available on Google TV and Fire TV devices, allows users to share videos, including content saved to their personal collections with others on a larger screen.

In addition, the company is bringing Stories to the TV experience and testing support for horizontal videos through a dedicated section within the app. According to Instagram, the changes are intended to improve the viewing experience for content designed specifically for television screens.

Instagram said these formats are still in the exploratory phase, but they are being developed in response to viewing habits observed on the platform. The move could allow creators to tell more in-depth stories and engage audiences through content that unfolds across multiple episodes or live events.

The company added that it is working with creators as it develops these experiences, seeking feedback on how TV-based viewing can complement existing Instagram usage on mobile devices.

The latest announcements suggest Instagram is continuing to invest in connected-TV experiences as it looks to expand video consumption beyond smartphones. While the service remains in its early stages, the company said it will continue testing new formats and features to better understand how social video can evolve on television screens.

Even though the service is currently available in the US, the company has not announced a timeline for expanding it to other markets, including India.

(This article has been curated by Shivani P Menon, who is an intern with The Indian Express)