What To Know
- Meta has begun testing a dedicated Instagram app for televisions that allows users to watch Reels on a big screen, marking a new push to bring short-form video into home entertainment spaces.
- The new TV app is launching as a pilot on Amazon Fire TV devices in the United States, with the rollout starting this week.
- Selecting a video opens it in full portrait mode, with captions displayed on one side and engagement metrics such as likes and shares on the other.
Instagram is expanding beyond smartphones and stepping into the living room. Meta has begun testing a dedicated Instagram app for televisions that allows users to watch Reels on a big screen, marking a new push to bring short-form video into home entertainment spaces.
The new TV app is launching as a pilot on Amazon Fire TV devices in the United States, with the rollout starting this week. The experience is built specifically around Reels, offering a lean-back viewing format designed for larger displays.
A Reels-First TV Experience
The app’s home screen features personalised horizontal rows of Reels, organised by interests, trends and themes. Selecting a video opens it in full portrait mode, with captions displayed on one side and engagement metrics such as likes and shares on the other. Similar to the mobile experience, users can swipe upward to move to the next video.
According to Instagram, viewers will be able to watch Reels from accounts they follow as well as popular and recommended content tailored to their activity. The app also introduces “Channels”, which group Reels by topic, including categories such as sports, cooking, music and seasonal trends, making discovery easier without searching for individual creators.
Multi-Account Support and Discovery Tools
The TV app supports logging into up to five Instagram accounts, allowing multiple people in the same household to enjoy personalised feeds. Users can also search for creators, browse profiles focused on Reels, and explore trending content directly from the TV interface.
Meta says additional features are under consideration, including using a smartphone as a remote control and more intuitive ways to browse or “channel surf” content.
Available Devices and Future Expansion
Initially, the app supports most Fire TV Stick devices as well as Fire TV Series 2 and Omni TVs. Instagram says it plans to expand to more devices and countries as it gathers feedback from the pilot.
A Growing Battle for the Living Room
Instagram’s move follows a broader industry shift toward the TV as a key platform for digital video. While YouTube has long dominated short-form and creator content on television, competitors are catching up. TikTok is reportedly developing its own TV app, Netflix is increasing its focus on creator-led content and video podcasts, and YouTube is redesigning its TV experience to resemble a streaming platform.
With Reels now heading to TV screens, Instagram is signalling that short-form vertical video is no longer just a mobile habit—it’s becoming part of mainstream home entertainment.
