Instagram Announces TV App Focused on Reels and Big Screen Viewing

Instagram is pushing its video strategy beyond smartphones with a new app built for televisions. The company has introduced Instagram for TV, a big-screen experience focused on watching Reels.

The app currently supports Reels playback only, but Instagram says more features are already in development. This move highlights the company’s growing interest in long-session viewing outside mobile screens.

Instagram for TV is now available for testing in the US on Amazon Fire TV devices. The company confirmed that support for more platforms and regions will roll out in the coming months.

Users can add up to five accounts within the app or set up a separate account for TV use. Reels appear inside dedicated channels that reflect individual interests, making discovery easier on larger displays.

The app also includes a built-in search tool. This feature lets viewers find creators, profiles, and topics directly from the TV interface. Over time, Instagram plans to add phone-based remote controls, shared feeds, and smoother navigation.

Safety remains a key focus. Instagram for TV follows a PG-13 rating system and applies the same protections used on mobile. Teen users receive restricted access to content, comments, and profiles considered unsuitable for those under 18.