Instagram has officially announced Instagram for TV, a brand-new app designed to bring its popular short-form video content to larger screens.
The initial release focuses entirely on Reels, allowing users to enjoy vertically formatted videos from the comfort of their living rooms. While the current feature set is limited, Instagram confirms that more functionality is already in development.
At launch, Instagram for TV is available for testing in the United States on Amazon Fire TV devices. The company says this is only the first step, with plans to expand compatibility to additional smart TV platforms and roll out the app in more regions over the coming months. This move reflects Instagram’s broader strategy to increase engagement beyond smartphones and compete more aggressively in the connected TV space.
The app allows users to add up to five Instagram accounts, or alternatively, create a dedicated account specifically for TV viewing. This makes it easier for families or shared households to personalize their experience. Reels are automatically organized into interest-based channels, helping viewers discover content aligned with their preferences without needing constant manual browsing.
Instagram for TV also includes a built-in search feature, enabling users to find creators, profiles, and trending topics directly from the TV interface. Although interaction options are currently limited compared to the mobile app, Instagram has confirmed several upcoming enhancements. These include using a smartphone as a remote control, shared feeds for group viewing, and smoother navigation optimized for TV remotes.
Safety remains a key focus for the platform. Instagram for TV follows a PG-13 content rating system and extends the same protections available on mobile. Teen users benefit from restricted access to sensitive content, comments, and profiles that may be inappropriate for those under 18, ensuring a consistent safety standard across devices.
By launching Instagram for TV, Meta aims to make Reels more accessible and immersive, positioning Instagram as a stronger player in the evolving big-screen social video experience.