Instagram Tests Reels on TV With New Big-Screen Viewing App

Instagram has started testing a new app called Instagram for TV, which brings reels and micro drama series to the television screen. The feature allows users to watch reels and series from their favourite creators on a big screen, making it easier to view content together with friends or family. According to Instagram, user feedback suggested that watching Reels together is more enjoyable. The test aims to understand which features work best when short-form content is viewed on TV.

Where the App Is Available

At present, Instagram for TV is available only in the United States on Amazon Fire TV devices. The company has said it plans to expand the app to more countries and devices in the future, based on how the test performs. The test is especially relevant for India, where a fast-growing creator economy and the rise of short drama series are driving high Reels consumption.

How to Set Up Instagram for TV

To get started, users need to install the Instagram app on their Amazon Fire TV device and sign in to their account. Instagram for TV can also be set up through the Settings and activity menu in the mobile app.

Users can add up to 5 Instagram accounts on TV, allowing different people in the same household to watch personalised Reels feeds. There is also an option to create a separate Instagram for TV account that is not linked to an existing Instagram profile.

Also Read: Instagram Introduces ‘Your Algorithm’, an AI Tool That Lets Users Control Their Reels Feed

Reels Organised Into Channels

Once logged in, Reels are grouped into interest-based channels. These include categories such as new music, sports highlights, hidden travel gems, trending moments, and more. When a Reel is selected, the app automatically plays more Reels with full sound, removing the need to scroll manually. The experience is designed for relaxed, continuous viewing on a larger screen.

Features Planned for Future Updates

Instagram has said that additional features are planned for the future. These include using a phone as a remote control, new ways to switch between channels, shared feeds for watching with friends, and easier access to content from favourite creators in one place.

Safety and Content Standards

Since Instagram for TV is designed for shared viewing, the platform applies content standards suitable for a broad audience. Reels shown on TV generally follow the PG-13 rating system recently introduced on the Instagram mobile app.

For teenage users, Instagram for TV reflects the same safeguards available on mobile. This includes restrictions on unsuitable content, comments, and profiles. Time spent watching Reels on TV counts toward a Teen Account’s overall usage limit, and users may receive reminders about time limits or Sleep mode, just as they would in the mobile app.

Instagram said it will continue to improve IG for TV based on user feedback as testing continues.