Instagram is shifting its focus from short-form video to longer-form content, particularly in episodic and live play formats. The social media platform has been quietly expanding its TV app to cater to its growing user base, which increasingly expects more substantial content experiences.
As a result, Instagram's new TV app now features original shows that are at least 30 minutes long, allowing users to indulge in longer-form content on the go or while watching other things. This move aligns with the platform's broader strategy of becoming a hub for immersive media experiences. Additionally, Instagram has been investing heavily in live play capabilities through its Instagram TV app, enabling users to watch exclusive content in real-time.
The shift towards longer-form content is likely driven by changing viewer habits and increasing competition from streaming services like Netflix and Amazon Prime Video. As these platforms continue to push the boundaries of episodic storytelling and interactive experiences, Instagram's ambitions for a more substantial presence in living rooms will need to be matched.