Instagram is taking its short-form video strategy beyond smartphones by launching IG for TV, a new experience designed to bring Instagram Reels to television screens. The rollout begins with Amazon Fire TV, marking a major step in Instagram’s effort to expand how and where users consume its content.
Expanding Reels Beyond Mobile
Until now, Reels have primarily been a mobile-first feature, optimized for vertical scrolling and short attention spans. With IG for TV, Instagram is adapting Reels for lean-back, couch-based viewing, allowing users to enjoy short videos without constantly reaching for their phones.
This move positions Instagram to better compete in the TV space, where YouTube currently dominates. As more viewers turn to smart TVs for entertainment, Instagram wants to be an option when users aren’t in the mood for a long movie or TV episode but still want engaging content.
Personalized, Channel-Based Viewing
IG for TV is personalized to each viewer, pulling recommendations from their existing Instagram activity. The app organizes Reels into channels and categories such as comedy, music, lifestyle, and more, making discovery easier and more structured than endless mobile scrolling.
Reels will auto-play, mimicking traditional television programming, while still allowing users to skip to the next video at any time. Viewers can also like Reels, read comments, and re-share content directly from the TV interface, maintaining core Instagram interactions in a new format.
Flexible Account Options
Users can pair IG for TV with their existing Instagram account or create a separate account specifically for TV viewing. The app also supports up to five accounts in one household, making it easier for families or shared living spaces to personalize their experience without overlap.
Importantly, Instagram clarified that IG for TV is not a revival of IGTV, the long-form video app it shut down in 2022. Instead, this new app is fully centered on Reels, reflecting Instagram’s focus on short-form video as its primary content format.
A Long-Awaited Move Into the TV Space
The launch aligns with comments made by Instagram head Adam Mosseri, who revealed earlier that the company was actively exploring a TV app. Speaking at Bloomberg’s Screentime event, Mosseri acknowledged that Instagram was late to the TV market and admitted it was a mistake not to explore the platform sooner.
With TikTok and YouTube already established on smart TVs, Instagram’s TV debut signals a broader shift toward multi-device social video consumption. Starting with Amazon Fire TV, IG for TV could soon expand to other platforms, redefining how Reels fit into everyday home entertainment and giving Instagram a stronger foothold in the living room.
