Instagram begins testing Reels on Amazon Fire TV
Instagram has begun testing Reels on TV screens, starting with Amazon Fire TV devices.
Instagram announced yesterday (16th December) that it has begun testing the viewing of Reels on TV, starting with Amazon Fire TV. This is the first time the company is bringing a personalised Reels experience to users away from mobile screens.
The new app, called Instagram for TV, allows users to watch Reels directly on their television. According to Instagram’s official announcement, the focus is on shared viewing. “Today we’re excited to start testing Instagram for TV, bringing reels from your favorite creators to the big screen so you can enjoy them with friends,” the company said. Instagram added that it has heard from its community that watching Reels together is more fun, which helped shape the TV experience.
As TechCrunch notes, the move also positions Instagram more directly against platforms like YouTube, which already dominates TV viewing, and TikTok, which has been expanding beyond mobile devices. By bringing Reels to the living room, Instagram gives viewers a casual option when they want something quick to watch, rather than committing to a full film or episode on a streaming service.
Instagram for TV is personalised using a user’s existing Instagram activity. Reels are organised into channels based on interests such as music, sports highlights, travel, lifestyle, and trending moments. According to Instagram, videos play automatically with full sound, meaning viewers do not need to scroll to keep watching, although they can still skip to the next Reel.
According to the official announcement, Instagram for TV supports multiple accounts, allowing up to five profiles to be added on one device so everyone in a household can have a personalised viewing experience. Instagram also says users can create a separate account specifically for TV viewing if they prefer. The company adds that search is built into the app, making it easier to find favourite creators, explore profiles centred on Reels, and browse topics of interest.
Amazon has positioned the launch as part of its wider Fire TV strategy. In Amazon’s announcement, the company said Fire TV customers can now enjoy Instagram in “a new experience built for TV.” Aidan Marcuss, vice president of Fire TV, said, “Our mission is to get you to the world’s best content fast, and we’re thrilled to welcome Instagram to Fire TV.” He added that Amazon is excited to be the first platform to offer the app.
The launch follows earlier comments from Instagram head Adam Mosseri. As TechCrunch previously reported, Mosseri said at Bloomberg’s Screentime event, “We’re exploring TV. TV is an increasingly important surface, it’s been very important for YouTube […] it’s been very important for TikTok.” He later admitted it was a mistake not to explore a TV app sooner and said he wished the company had done so years ago.
The app is currently available in the US on Amazon Fire TV devices, with plans to expand to more devices and countries as testing continues.