Instagram has begun testing a new Instagram for TV experience, allowing users to watch Reels from their favourite creators directly on television screens. The move is designed to make watching short-form video more social, as the platform says it has heard from users that viewing Reels together with friends and family is more enjoyable than watching alone on a phone.
The new app curates Reels into themed channels based on user interests, including new music, sports highlights, hidden travel gems, trending moments and more. Once a channel is selected, Reels play automatically with full sound, creating a lean-back viewing experience without the need to scroll. Instagram says the test will help it understand which features work best for shared TV viewing.
Instagram for TV is currently available in the United States on Amazon Fire TV devices, with plans to expand to more countries and devices in the future. Users can download the Instagram app on Fire TV and sign in directly, or set it up via the Settings and Activity menu on the mobile app. The platform allows up to five accounts per TV, enabling personalised viewing for different household members, and also offers the option to create a separate TV-only account not linked to a personal profile.
Looking ahead, Instagram plans to roll out additional features, including using a phone as a remote control, new ways to browse and “channel surf,” shared feeds with friends, and improved tools for following favourite creators in one place.
Safety and content standards have also been built into the experience. Instagram for TV is designed for shared viewing and generally follows a PG-13 content rating, similar to what users would see in a PG-13 movie. For teens, the app reflects the same safeguards available on the mobile version, including content limitations, usage tracking, and time limits that count toward Teen Account usage across devices.
