INSTAGRAM Tests TV Feature, Bringing Reels To the Living Room

Walter Sena
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INSTAGRAM Tests TV Feature, Bringing Reels To the Living Room
Instagram
INSTAGRAM is taking a bold step into living rooms with a new INSTAGRAM for TV app, currently being tested on Amazon Fire TV devices in the U.S. The app allows users to watch personalized and trending Reels on their televisions, making it easier to enjoy content together with friends and family.

Designed around short-form videos, the TV app connects to users’ INSTAGRAM accounts via their phones. Once connected, viewers can access curated Reels feeds, explore trending content and even link multiple accounts for a shared viewing experience. This group feature allows friends or family members to see content recommendations tailored to all viewers, creating a more social, communal way to enjoy INSTAGRAM.

The move positions INSTAGRAM to compete directly with other big-screen platforms like YouTube and TikTok, which have already been optimizing content for TV consumption. Unlike traditional streaming services, INSTAGRAM’s focus on algorithm-driven discovery combined with social connectivity offers a unique living-room experience.

While currently limited to Amazon Fire TV in the U.S., INSTAGRAM plans to expand the feature to other devices and regions if early testing is successful. The initiative reflects a larger trend in social media: short-form content is moving beyond smartphones, evolving into shared entertainment that can be enjoyed on the big screen.

By bringing Reels to TVs, INSTAGRAM is not just adapting to changing viewing habits, it’s redefining how social video can be experienced together, blurring the lines between mobile scrolling and living-room entertainment.
 
Source: bloomberg

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