Instagram has expanded beyond mobile devices with the launch of IG for TV, a new platform allowing users to watch Reels on their television. The service is rolling out first on Amazon Fire TV.
By introducing IG for TV, Instagram aims to compete with YouTube in the large-screen viewing space. The app focuses on short-form videos, offering a quick, channel-flipping experience ideal for viewers who prefer Reels over full-length movies or series on platforms like Netflix.
The IG for TV experience is highly personalized, curating Reels based on a user’s Instagram viewing history and favorite creators. Reels are organized into topical channels such as comedy, music, and lifestyle, making content discovery easier.
Users can enjoy automatic playback of Reels without scrolling, while still having the option to skip to the next video. The TV interface also allows viewers to like, comment, and share Reels directly from the screen.
Accounts can be linked to existing Instagram profiles, supporting up to five users per home screen. Alternatively, users can create a dedicated account specifically for TV viewing.
Importantly, IG for TV is separate from the previous IGTV app, which focused on long-form videos and was shut down in 2022. Instagram head Adam Mosseri had announced plans for a dedicated TV app earlier this year, emphasizing the growing importance of television as a viewing platform.
“TV is an increasingly important surface,” Mosseri said. “It’s been very important for YouTube and TikTok. We want to show up compellingly on all relevant devices.” He added that Instagram should have explored a TV app years ago.
With IG for TV, Instagram seeks to offer a more engaging and interactive viewing experience for Reels, bringing the social network directly into living rooms across the globe.
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