Instagram is extending its short-form video product beyond phones and tablets with the introduction of a television-focused experience for Reels, beginning with a pilot on Amazon Fire TV. The move reflects a broader shift in how social video platforms are trying to position themselves as living room entertainment options rather than strictly mobile-first services.
The new IG for TV app allows users to watch Instagram Reels directly on a television screen, marking one of the company’s more deliberate efforts to enter a space long dominated by YouTube. As viewing habits continue to blur between traditional television, streaming platforms, and social video, Instagram appears to be testing whether Reels can function as a lean-back alternative when viewers are unwilling to commit to a full movie or episodic series.
Reels on TV are designed to mirror the personalized experience users already encounter on mobile. Content recommendations are based on a viewer’s existing activity, including the creators they follow and the types of videos they engage with most often. Videos are grouped into topic-based channels such as comedy, music, and lifestyle, an organizational approach that echoes conventional TV programming while still relying on algorithmic curation.
Playback is automatic, removing the need for constant scrolling. Viewers can skip to the next Reel, like videos, view comments, and re-share content, though interaction is necessarily more limited than on a phone. Users can pair the TV app with their existing Instagram account and add up to five profiles within one household, or they can create a separate account intended solely for TV viewing. This flexibility suggests Instagram is considering shared living room environments rather than assuming a single-user experience.
Instagram has been careful to distinguish this product from IGTV, its previous attempt at long-form video that was discontinued in 2022. Unlike IGTV, which aimed to compete with traditional online video formats, IG for TV is firmly centered on short-form, vertically oriented content adapted for a larger screen.
The launch aligns with earlier comments from Instagram head Adam Mosseri, who has acknowledged that the company was slow to explore television as a platform. He has pointed to the success of YouTube and the growing TV presence of TikTok as evidence that social video consumption is no longer confined to handheld devices. From that perspective, IG for TV appears less like an experiment and more like a corrective step, aimed at ensuring Instagram remains visible wherever audiences choose to watch video.
Whether Reels can hold attention on a television the same way they do on mobile remains an open question. The pilot on Amazon Fire TV will likely serve as a test case for broader expansion and for understanding how short-form social video fits into the evolving TV ecosystem.
