In a major move to make its short-form video content more social and communal, Instagram has officially launched its Reels platform on television screens. The new feature, called Instagram for TV, debuted first in the United States on Tuesday on Amazon Fire TV devices.
From Phone Screens to Living Rooms: The TV Experience
The dedicated TV app transforms the way users consume Reels by organising them into themed, continuous-play channels. Instead of scrolling individually on a phone, viewers can now browse categories like trending comedy clips, exciting sports highlights, and lesser-known travel destinations. Once a user selects a channel, the Reels play automatically, creating a lean-back viewing experience perfect for group settings and family entertainment.
Inspired by User Behaviour and Community Feedback
Instagram stated that this strategic shift was directly inspired by feedback from its community, which indicated that watching Reels together is more fun. Tessa Lyons, Vice President of Product at Instagram, explained to Business Insider that users were already finding ways to cast Reels to their larger TV screens to share with friends and family.
People already want to get together and connect with each other over Reels on the TV, Lyons said. Not just DMing them, but actually being together enjoying them. She added a personal anecdote, noting she felt the need for this feature when she realised she was often watching Reels on her phone while sitting on the couch with her husband.
Future Plans and Potential Features
Currently, Instagram for TV is in a testing phase, with plans to expand to more devices and countries based on initial learnings. The company will use these early experiments to refine features tailored for shared viewing. Exciting potential additions being considered include:
- Using your smartphone as a remote control for the TV app.
- More intuitive channel surfing mechanisms.
- Shared feeds that combine interests from friends, similar to Instagram's existing Blend feature.
For the initial launch on Fire TV, up to five different Instagram accounts can be linked to a single device. The app then automatically groups Reels into personalised channels based on each connected user's interests, ensuring a tailored yet shared experience.
The Core Mission Remains Connection
Emphasising the platform's guiding vision, Tessa Lyons stated that Instagram's principle is still centred on helping people connect with their friends over creativity. She acknowledged that while the methods of sharing and consuming content continually evolve—from direct messages to the living room TV—the fundamental goal of fostering genuine connection remains unchanged.
