Instagram Brings Creators to the TV Screen

The platform expands to Smart TVs while encouraging creators to produce episodic content | Streaming in Short – W26

Jun 26, 2026

⏱️ This week’s streaming news in MENA and around the world, in 5 min.

📺 SOCIAL TV: Instagram is taking another step into the living room, expanding its TV app to Samsung Smart TVs and encouraging creators to produce longer-form, episodic content. More in The Lab’s Pick.

🤖 AI: A24 has partnered with Google DeepMind to develop AI tools for filmmakers, backed by a $75 million investment. More in my Analysis section.

⚽ WORLD CUP: M6+ has reached record audiences during the FIFA World Cup, with 1.5 million active users and 1.4 million new sign-ups since the tournament began. More in my Analysis section.

🎾 CREATORS: Andy and Jamie Murray have launched The Set, a new YouTube channel featuring behind-the-scenes access, tennis stories, challenges and masterclasses. The project aims to grow beyond YouTube into live events, podcasts and brand partnerships.

⚽ WORLD CUP: Orange has partnered with TOD by beIN across four MENA markets, giving customers easier access to FIFA World Cup 2026 coverage through bundled offers and dedicated marketing campaigns.

📦 BUNDLING: Turkcell has partnered with Bango to launch multi-service subscription bundles, allowing customers to access multiple streaming services through a single subscription with savings of up to 40%.

🐉 STREAMING: OSN+ recorded the biggest day in its history following the Season 3 premiere of House of the Dragon, while also reaching its highest number of new subscribers in 2026. The milestone comes during the FIFA World Cup, showing that premium entertainment continues to thrive alongside live sports in MENA.

😋 YOUTUBE: Dubai restaurant Bocasu has launched a 10-episode scripted comedy series on YouTube starring its own employees. A second season and an original anime series are already in development, turning the restaurant into an entertainment brand.

Instagram wants creators on the biggest screen in the house

What happened?

👉 Instagram is expanding its TV experience by testing long-form and episodic content, while bringing the app to more Smart TVs.

Key details:

Instagram for TV is now available on Samsung Smart TVs, in addition to Amazon Fire TV and Google TV.
The platform is testing horizontal videos for a more TV-friendly viewing experience.
Users can now watch Stories on their TV and cast Reels from their phone.
Instagram is encouraging creators to produce longer-form content, including episodic series and microdramas.
The company is also exploring live creator experiences on TV.

Why it matters?

🎯 Instagram is now looking to win attention on the TV screen too. As creators produce more long-form and episodic content, the line between social media and streaming continues to disappear.

A24 teams up with Google DeepMind on AI filmmaking tools

👉 A24 has partnered with Google DeepMind to build AI tools for filmmakers, backed by a $75 million investment.

📍 The collaboration gives A24 access to Google’s latest AI technology, including its video generation capabilities, while DeepMind can develop its tools alongside one of Hollywood’s most respected independent studios.

💡 AI partnerships are becoming the new studio strategy. After Lionsgate x Runway, and AI investments from Netflix and Amazon, studios are starting to build custom AI workflows to support production while keeping creative control with filmmakers.

M6+ reaches record audiences during the FIFA World Cup

👉 M6+ delivered record streaming audiences during France’s FIFA World Cup match against Iraq, attracting 1.5 million active users and recording its second-best live sports audience ever. The platform has also welcomed 1.4 million new users since the start of the tournament.

📍 Nearly 30% of the audience watched on connected TVs, highlighting the growing role of CTV for live sports. The France vs. Iraq match became M6+’s second-largest live event, just behind France vs. Senegal.

💡 The FIFA World Cup continues to accelerate streaming adoption. Live sports are attracting record audiences and also driving user acquisition and pushing more viewers to watch on the biggest screen in the house.

🎤 Cannes Lions spotlights AI, creators and vertical video

The event highlighted the growing influence of creators alongside traditional celebrities, the rise of AI-powered experiences and agentic commerce, and the increasing importance of vertical video and microdramas.

Industry leaders also discussed the challenges of misinformation and social media addiction as AI becomes more integrated into everyday life.

💨 Avatar: The Last Airbender from Albert Kim (Netflix, 7 episodes): Aang, Katara and Sokka travel through the Earth Kingdom as Aang begins learning earthbending, while the Fire Nation closes in and new allies, rivals and challenges reshape the fight to restore balance to the world.

🐉 In 2005, the first season of Avatar: The Last Airbender premiered on Nickelodeon. Created by Michael Dante DiMartino and Bryan Konietzko, the animated series follows Aang, the last surviving Airbender and the world’s only Avatar, as he embarks on a journey to master the four elements and bring balance to a world torn apart by war. Blending fantasy, martial arts, adventure, humor, and emotional storytelling, Avatar: The Last Airbender became one of the most acclaimed animated series of all time, inspiring comics, novels, a live-action adaptation, and a lasting global fanbase.