Instagram Launches Reels TV App for Living Rooms
Instagram has begun expanding Reels beyond smartphones by piloting a TV-focused viewing experience called IG for TV, starting with Amazon Fire TV.
Reels move from phones to televisions
With this shift, Instagram extends short-form video viewing into the living room. As a result, Reels can now compete more directly with platforms that already dominate TV screens. Instead of scrolling on a phone, users can lean back and watch Reels in a continuous, channel-style format. Moreover, the experience mirrors casual viewing habits, making it easy to switch from traditional streaming to short videos.
Personalized, channel-based viewing
IG for TV adapts to individual preferences, since it recommends Reels based on creators and content users already follow. In addition, Reels appear within topic-based channels such as comedy, music, and lifestyle. Videos play automatically, which reduces friction and keeps viewing uninterrupted. However, users can still skip ahead, like content, view comments, or reshare videos directly from the TV interface.
Account options and broader context
Users can pair IG for TV with their existing Instagram app, and they can also manage multiple accounts from one TV home screen. Alternatively, viewers may create a separate account dedicated to TV viewing. Meanwhile, this new product remains distinct from Instagram’s discontinued long-form video app, which shut down in 2022. Overall, the launch signals a broader effort to ensure Reels appear across more devices as TV viewing continues to evolve.
