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Instagram Launches Apple TV App, Expanding Video Content Strategy to Living Rooms

Confirmed1 source · Oct 25, 2026

Meta has quietly added Apple TV to Instagram's app, following earlier launches on Fire TV, Samsung Smart TVs, and Google TV.

Instagram Launches Apple TV App, Expanding Video Content Strategy to Living Rooms
Image via The Verge

What happened

Instagram launched an Apple TV app, discovered by MacRumors when the App Store listing was updated on October 23rd to include Apple TV as a compatible platform. The previous listing from October 18th showed only iPad and iOS compatibility. This follows Instagram's initial testing of a TV-focused version in December that emphasized Reels, live streams, and other video content optimized for larger screens, with a broader rollout launching in June across Amazon Fire TV, Samsung Smart TVs, and Google TV.

Context

The expansion to Apple TV is part of Instagram's broader strategy to establish itself as a living-room entertainment platform and to compete for viewer time on connected devices. The company's focus on video-first content—particularly Reels and longer-form episodic content—positions it to capitalize on the growing popularity of microdramas and shifting media consumption patterns toward TV screens. This rollout across multiple TV platforms represents a significant distribution expansion for Instagram's video content ecosystem.