Instagram takes reels beyond phones with dedicated TV app: All you need to know
Instagram is expanding beyond personal screens and into shared living spaces. Meta has teamed up with Amazon to introduce a dedicated Instagram app built specifically for televisions, marking the platform’s first clear push towards a TV-centric viewing experience. Branded as Instagram for TV, the app is now being rolled out on select Amazon Fire TV devices in the United States.
At the heart of this launch is Reels. The TV app is designed exclusively around Instagram’s short-form video format, bringing vertical clips to large screens in the living room. Until now, Instagram usage has been largely limited to phones and desktops. With this move, Meta is signalling a shift in how it expects Reels to be consumed, encouraging more relaxed, shared and passive viewing similar to traditional television.
The experience has been deliberately simplified. Instead of the familiar mix of photos, Stories and private messages, the TV version focuses only on Reels. Users can browse videos using a Fire TV remote, making it easy for multiple people to watch together. Amazon says the collaboration aligns with Fire TV’s aim of streamlining access to entertainment, while Meta gains a foothold in everyday TV viewing habits.
Getting started is relatively easy. After downloading the app from the Amazon Appstore, users are required to sign in. A single TV can support up to five Instagram accounts, each receiving tailored recommendations based on viewing patterns. Those who do not wish to connect their primary Instagram profile also have the option to create a separate account specifically for television use.
Within the app, viewers can search for creators, explore profiles and browse topics of interest. Reels are grouped into channels, and the recommendation engine closely reflects what users would typically see on the mobile app. Viewers can also like videos and read comments directly on the TV, maintaining interaction even without using a phone.
Despite the name, this is not a return to IGTV. Instagram discontinued its long-form video platform in 2022 after limited adoption. In contrast, Instagram for TV is a clear bet on short-form video, prioritising fast discovery and continuous scrolling.
The launch also places Instagram in more direct competition with YouTube, which has long dominated television screens through its established TV apps and creator network. By taking Reels to the living room, Instagram is clearly aiming to capture a larger share of at-home viewing time.
For now, access remains limited. Instagram for TV is currently available only in the US and only on selected Amazon Fire TV devices, including Fire TV Stick HD, Fire TV Stick 4K Plus, Fire TV Stick 4K Max, Fire TV 2-Series, Fire TV 4-Series and Fire TV Omni QLED models. Users must download the app manually from Amazon’s Appstore to try it out.