Instagram is testing a new big-screen viewing experience with the launch of Instagram for TV, allowing users to watch and binge Instagram Reels on Amazon Fire TV devices. Designed for shared, at-home entertainment, the app transforms short-form video into a lean-back, TV-style experience, bringing social video consumption beyond smartphones.
Currently available as a limited test in the United States, Instagram for TV supports up to five user accounts per device, each with its own personalized Reels feed. Instagram also allows users to create a dedicated TV-only account, making it easier for households to enjoy content together without mixing personal feeds.
Instagram for TV: Key Features and Functionality
Users can download the Instagram app directly on Amazon Fire TV and sign in using their existing Instagram account. Setup can also be initiated from the Instagram mobile app via Settings, making onboarding seamless. Once logged in, viewers can easily switch between profiles, ensuring tailored content recommendations for different family members.
Reels on TV are organized into channels and topic-based categories such as comedy, music, lifestyle, and entertainment, enabling easier discovery of trending creators and viral videos. Reels play automatically with sound, offering a continuous viewing experience similar to traditional television programming.
The app also includes search functionality, allowing users to look up creators, browse Reels-focused profiles, and explore content by topic. Instagram has indicated that future updates may include additional features, such as using a smartphone as a remote control for easier navigation.
Safety, Controls, and Screen Time Management
Because Instagram for TV is designed for shared viewing, content shown on television generally follows Instagram’s PG-13 content guidelines, recently introduced on mobile. For teen accounts, the TV app applies the same safety controls, content restrictions, and usage tracking as the mobile version. Importantly, time spent watching Reels on TV counts toward overall screen time limits, helping parents manage viewing habits.
With Instagram for TV, Meta is expanding its short-form video strategy and tapping into the growing trend of social media on smart TVs, redefining how Reels are discovered and consumed on the big screen.
